HHCL/Red Cell has created a &£3m campaign for Unilever Bestfoods’ new Pot Noodle sub-brand, Posh Noodle. The campaign uses the strapline ‘Not for the likes of you’, reflecting the fact that the product comes in ‘posher’ flavours – such as Spicy Chinese Chicken and Oriental Sweet & Sour – than the main brand. The ad features a poverty-stricken family in their down-at-heel home. Urchin son Joey is given a Posh Noodle for his 21st birthday. He urges the family to take it back as they can’t afford it, but in the end he gobbles it down while the family look on hungrily. The television campaign is Pot Noodle’s first since last year’s infamous ‘Slag of all snacks’ ad, which attracted 310 complaints to the ITC, making it the most complained about ad of 2002 (MW August 22, 2002). Media buying is through Initiative Media.