Batchelors used this week's Chinese New Year celebrations to support the launch of its new multicultural East West Noodles range. Activity included a TV campaign (above) that plays on the fusion of Eastern and Western culture, poster ads and a roadshow in shopping malls featuring karaoke and a Chinese Elvis impersonator. It's all part of a £2.7m marketing spend behind the launch of the East West Noodles range, which is pitched as "the taste of the East with Western style convenience". The product comes in four flavours and includes noodles and sauce (rsp £1.09). {{P&P }}