Pot Noodle underscores reduction in salt content

Pot Noodle is to highlight a 50% reduction in salt levels across its range in a TV campaign.

The work, which breaks on 1 September, is part of a £10m promotional spend on the Unilever brand this year, following its repositioning as a healthy snack.

Created by Mother, the campaign continues the 'Pot Noodle mining' theme, which it introduced last year, to broaden the brand's appeal to mothers.

The execution depicts a reporter conducting an interview with a Pot Noodle foreman and veteran miner with a high-pitched voice, who explains how the salt has been extracted from the noodles.

Pot Noodle has also agreed an on-pack promotional tie-up with The X Factor, offering consumers the chance to win tickets to the live shows and accompanying tour as well as mobile phones and iPods. The ITV talent show's logo will appear on the front of Pot Noodle packs.

Pot Noodle underwent a £10m relaunch last year that saw it cut salt and fat levels significantly, to attract a wider audience. The brand also revamped its packaging and logo.

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