Unilever has announced plans to further support its Pot Noodle GTi microwavable range in the UK with a GBP1.5m (US$2.4m) marketing campaign.

The drive will feature radio, digital and experiential activities. It will run for up to 12 weeks and use a combination of radio/digital partnerships, as well as mobile and social channels to reach the core market of men aged 18 to 24.

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“Following on from the cinema and TV ad campaign which ran towards the end of last year, we’re now supporting Pot Noodle GTi with a further GBP1.5m spend across radio, digital and experiential activity, in order to drive trial within men aged 18 to 24. Experiential marketing is central to the campaign: we’ll be delivering over 100k samples across the country to hungry guys planning a big night out,” brand manager Kate Mitchell said.

The Pot Noodle GTi range is available in three variants – chill beef, spaghetti bolognaise and chicken tikka.

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