DLKW unveils work for Super Noodles variant

Batchelors Super Noodles is introducing a new range of instant-noodle snacks called To Go, which will be backed with a promotional campaign created by Delaney Lund Knox Warren & Partners.

The campaign centres on a TV spot and is DLKW's first TV work for Super Noodles since it won the account from Mother last September.

The 30-second ad, which breaks this week, features a young man who is so engrossed in eating his on-the-go Super Noodles that he unwittingly foils a robbery.

The man sits down in front of a jewellery shop to eat the snack, preventing the thieves from making a getaway.

The ad ends with police grabbing the Super Noodles pot and the product appears underneath the front-page style headline: "Could they be any superer?"

The new range, which will rival Pot Noodle in the pot snacks category, is aimed at a post-student 22- to 30-year-old audience. Its cardboard packaging enables it to be eaten straight from the pack.

Retailing at 79p and coming in four flavours (roast chicken, chicken chow mein, sweet & sour and curry), they are designed to appeal to those who want something that is quick and tasty but a cut above what is already on the market.

The national TV spots will be accompanied by radio advertising, on stations including London's Capital and Birmingham's BRMB.

The media strategy, by Naked, looks to target "rushing in and out" times of day when consumers are most susceptible to buying the snack. The TV ads are focused around the after-lunch slump and in the 6pm to 7pm pre-pub slots. There will also be later, post-pub activity.

Annie Neil, Batchelors' hot snacking category marketing director, said: "We know Super Noodles have a loyal following and providing them in a portable format is a natural extension of the brand."

The campaign was art directed by Gary Betts, written by Malcolm Green and directed by Tom Vaughan at HLA.

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