Glue will develop a web presence and the strategy for an online relationship marketing programme to develop Pot Noodle's relationship with its core audience of 16- to 24-year-olds.
The online work will take its creative lead from HHCL/Red Cell's overarching theme for Pot Noodle as the "slag of all snacks".
"The opportunity to work with such a brilliant property as the 'slag of all snacks' doesn't come along very often. This is the kind of work we excel at and I can't wait to see the stir we create at launch," Seb Royce, the creative director at Glue London, said.
The website, to be launched by the end of the year, will provide an opportunity for Pot Noodle to build relationships with consumers and raise awareness with a demographic that is difficult to reach through traditional media such as television.
"Pot Noodle is targeted at 16- to 24-year-old consumers who are notoriously difficult to contact and extremely demanding in terms of advertising creative," Lynzi Walker, the relationship marketing manager at Unilever Bestfoods UK, said. "We see a fantastic opportunity to use the internet to engage with the audience."
Pot Noodle, which was originally launched in the 70s, is one of Unilever Bestfoods UK's biggest brands and has seen a surge in popularity in recent years thanks to the brand positioning developed by HHCL.
In April, Pot Noodle made its first foray upmarket with the national launch of Posh Noodle, with a £3 million TV and poster campaign through HHCL featuring "posh totty" Lady Isabella Hervey.