We set out to prove that nothing satisfies like Pot Noodle. So we made the sound of satisfaction the star of our campaign: a big, wet, sloppy SLUUURPP. But when the nation recoiled, we used data on audience interests to serve bespoke versions of our advert replacing the SLURP with sounds we knew they would find much more satisfying. We created 47 unique versions featuring SFX from birds tweeting to babies crying and keyboards typing.

Pot Noodle has been a British lunchtime meal for 40 years. It’s a satisfying, affordable meal in a pot, which cooks in 4 mins. It’s loved by people across the country and is a cupboard staple for most. Pot Noodle is a humble and down-to-earth brand and product that is loved by everyday people and unfairly looked down upon by foodie snobs.

Actually, not much happens. Nothing really. A woman makes her lunch and eats it at work. But the provocative and surprisingly divisive soundscape sets the scene for the reactive audio campaign that would follow.

Audio is in English language.

Pot Noodle is the UK’s leading instant noodle brand. But we faced a growing threat from authentic noodle brands from overseas vying for our shelf space, and Supermarket’s own brand undercutting us on price. We needed to defend our position as the original and the best noodle brand in the market by proving we deliver ultimate satisfaction, and ultimately grow our market share and penetration.

The campaign landed with immediate impact, generating a 399% increase in online conversation about Pot Noodle that was sustained in the 10 weeks following launch. There were over 10,000 online comments about the advert and we achieved 15.3 million reach in earned media. Total Pot Noodle sales increased by 25% in the 4 weeks following launch, and we gained 15% market share.

Our quick pivot in strategy and the use of data to deliver bespoke and hyper-targeted adverts designed for satisfaction successfully won over the angry mob and we saw an increase in positive sentiment online at the point we switched the slurp for alternative sounds in our campaign.