Mother picks up Batchelors task

Unilever is launching Van den Bergh Food’s Batchelors Supernoodles across Europe and has appointed Mother to lead the drive with a major advertising campaign.

Unilever is launching Van den Bergh Food’s Batchelors Supernoodles

across Europe and has appointed Mother to lead the drive with a major

advertising campaign.



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

company.’



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.



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