Pot Noodle's Thai sub-brand Posh Noodle is getting its own £3m dedicated TV advertising campaign which breaks on Monday (April 14).
It is the brand's first TV commercial since last year's controversial Slag of all snacks' series which saw parent Unilever Bestfoods rapped by advertising watchdogs.
Called Crushing Poverty, the new execution continues the brand's irreverent approach.
It focuses on the three-strong collection's higher price point and features a poverty-stricken family. One character, Wee Joey, is presented with a wrapped Posh Noodle as a 21st birthday present. He eats it without sharing, accompanied by the strapline Not for the likes of you'.