Batchelors SuperNoodles is bringing off-the-wall humour to those queuing to see Star Wars Episode 1: The Phantom Menace.

An ad for the brand, called ‘Selfish’, created by Mother, will be screened in UK cinema foyers when the film is premiered on July 15. It features a couple bickering over a plate of SuperNoodles as their pet dog tucks into the snack.

A new execution called ‘Wasted Away’, again created by Mother, will also be shown in 650 cinemas just before the new Stars Wars film is screened.

The campaign will run until the end of August and is part of a £6m marketing spend for Batchelors SuperNoodles, owned by Van den Bergh Foods.

Simon van Moppes, hot meal category controller at Van den Bergh Foods, says: ‘About 14 million people will see the ad in the space of just six weeks. An estimated 60 per cent will be our target audience of men aged 16 to 34.’

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