Unilever approaches agencies over £10m Pot Noodle campaign

Unilever UK Foods is reviewing the advertising account for iconic snack brand Pot Noodle as part of its plans for a &£10m reinvention of the brand.

It is understood that the Anglo-Dutch food giant has briefed incumbent agency HHCL United and two other Unilever roster agencies, thought to be Bartle Bogle Hegarty and Mother, to develop ideas for the brand’s new positioning and marketing strategy. A pitch is due to be held within the next two weeks.

An industry insider says that Unilever is seeking guidance from the agencies about moving the brand forwards and how to communicate the changes to consumers.

The project is a key part of Unilever’s strategy for next year and it is understood the company is keen to avoid repeating recent marketing failures such as low-carbohydrate range Carb Options.

The major revamp, which will be introduced in May, aims to attract new consumers to the brand, particularly females. The changes will include new packaging and better quality ingredients as well as the removal of all artificial flavours, colours and preservatives (MW October 27).

The changes have been prompted by a slump in sales in the wake of the Sudan 1 crisis and a shift in consumer habits towards healthier snacks.

Earlier this year, Unilever axed the controversial “Slag of all snacks” strapline and introduced the new line “Have you got the Pot Noodle horn?”. Both lines were developed by HHCL, which has worked on the account for 12 years.

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