Pot Noodle launches campaign for GTi range

Unilever brand Pot Noodle is to launch a campaign parodying high-octane movie 'The Fast and the Furious' to promote its new two-minute microwaveable meal range, Pot Noodle GTi.

The campaign, which will run on television and in cinemas, breaks on Sunday (10 October) and pays tribute to the Hollywood movie, with protagonists Steve and Digger taking to the streets in their understated green car.

When they are challenged to a race by some tougher men using nitrous oxide to gain advantage, the duo rely on their Pot Noodle GTi for that extra boost.

Placed into the in-car microwave, the snack transforms their underwhelming motor into an unbeatable street racer. After winning the race, the pair drive off into the distance as the ad fades out.

The GTi range is available in UK supermarkets, retailing at £1.59 for a 300ml pot pack. Flavours include Tikka Masala, Chilli Con Carne and Spaghetti Bolognese.

Pot Noodle GTi is the first Pot Noodle in the brand’s 31-year history to have chunks of real meat in its recipe.

Tom Denyard, Pot Noodle marketing manager, said: "Pot Noodle remains a student snack legend, but we realised that there was a place in the market for a grown-up version. GTi is really about those guys who need a bit more from the brand as they move into the world of work, move in with girlfriends and generally move up the life ladder.

"This mighty meaty meal gives you more grub, real juicy chunks of meat – and all for even less hassle than your regular favourite Pot Noodle snack. Result for those short on time – and those who are just generally rubbish at cooking for themselves."

The ad was created by Mother, with media planning and buying by Mindshare.
The TV spot follows a series of campaigns starring Jarred Christmas and William Owen, the most recent of which promoted Pot Noodle’s Doner Kebab and Sticky Rib variants.

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