Mother has unveiled its first national poster work for the East West Noodle Company, a new noodle product from Van den Bergh Foods.
The campaign, which breaks in two weeks, will continue the strategy unveiled in Mother's launch TV work for the brand.
Exotic flavours from the East are combined with the modern convenience demanded by consumers from the West. The noodles are targeted at young, urban time-poor people who are in search of something between a snack and a full-scale meal.
The four posters centre on the authentic 'sauciness' of the product and feature a number of comical situations in which smiling people have spilt sauce down themselves. They all have the headline 'New saucy noodles.'
Richard Kingsbury, the senior brand development manager at Batchelors, said: 'We are happy with the new East West Noodle posters. They draw cleverly on the television campaign and the idea of sauciness in a Hong Kong setting. The brand is already responding well to in-store display, so we can't wait for the advertising to kick in.'
Andy Bellass of Mother added: 'Like the television campaign, the poster campaign uses an authentic Chinese style to communicate sauciness. However, in this case real-life Hong Kong is substituted for traditional, but saucy, staged portraits.'
The agency, which also handles the Super Noodles brand, won the account in September last year.
The campaign was written and art directed by Mother. It was photographed by Jean Francois Carly, who is represented by Webber. Media planning and buying is through Initiative.