We needed to prove that Pot Noodle is the superior way to fill your stomach.

That is to say, nothing fills a hole like Pot Noodle.

So we showed this literally – by filling holes with noodles.

We started with potholes, responding to the conversation around the issue that was unfolding across Britain and launching the campaign via a PR partnership with pothole awareness advocate, Mr. Pothole.

The creative work ran across print and OOH, in areas notorious for potholes, and we drove an ad van down a particularly potholey road in Surrey.

The pothole creatives were supported by a range of other executions, including a snooker table a washing machine, and even a postbox.