2003 MCCA Gold - Best Idea or Concept

The Challenge
Reposition Pot Noodle as the ‘Tango’ of the snack pot world and increase its appeal among a 16–24-year-old irreverent audience.

The Insight
This audience responds to provocative, tongue-in-cheek humour that pushes boundaries and creates talkability.

The Idea
Create a deliberately absurd campaign by offering £10,000 compensation to anyone who found a dog in their Pot Noodle.

Execution
A fully integrated campaign built around the ‘Not Poodle’ idea.

The promotion offered a £10,000 prize to anyone claiming to find a dog in their pot, generating immediate intrigue and conversation.

Supported by in-store POS and a series of tongue-in-cheek TV commercials, including an ‘insurance claims’ style ad and a spot featuring an owner attempting to disguise his dog as a poodle to claim the prize.

The tone leaned into humour and absurdity, aligning with the brand’s irreverent positioning.

Result
MCCA 2003 Gold – Best Idea or Concept