Unilever is launching Van den Bergh Food’s Batchelors Supernoodles
across Europe and has appointed Mother to lead the drive with a major
Mother’s Supernoodles work is expected to break in Holland in the first
wave of a European roll-out for the brand. Existing work will run
initially, but new advertising is in development. The product has
already been successfully tested in Belgium and Ireland.
Michiel van den Hoven, marketing manager of Supernoodles at Van den
Bergh in the Netherlands, said: ’Everyone knows about the success of the
Supernoodles advertising in the UK. It was not only this, but the
strategic thinking underlying it, that pointed to a bigger opportunity
for the brand on a bigger stage. It is an exciting development for the
Stef Calcraft, a partner at Mother, said: ’This is testament to the
power of the ideas behind Supernoodles. It also proves the point that
great ideas do travel. So what is super in one country, can indeed be
super in another.’
Mother won the Supernoodles account from Ammirati Puris Lintas in June
1997. The change of agency coincided with an increase in adspend on the
brand from pounds 1.2 million to pounds 6 million.
Mother’s first campaign for Supernoodles broke in October 1997, with
four commercials that targeted adults for the first time.
One of the spots, called ’selfish’, won a silver lion at Cannes. It
shows a man eating his Supernoodles in front of the television while his
girlfriend begs him for a taste.
He hands the plate over to the woman only when he realises it has been
sampled by the couple’s dog.
A second batch of ads included one featuring a pensioner who feigns a
heart attack when his wife tells him to act his age.
The campaign has also won silver arrows at the British Television
Advertising Awards for the past two years.
The move comes just a week after J. Walter Thompson beat Lowe Lintas &
Partners in a pitch for Van den Bergh’s centralised pounds 60 million
pan-European food brands.