On the PR side, consumer agency Kaper - a joint venture with ad agency Karmarama - has been awarded a six-figure brief focused on social media and the 'ease' of Pot Noodle.
Industry sources suggested Pot Noodle's brand had suffered due to its dependence on major advertising campaigns, and that social media needed to be brought in as a way of reconnecting with its core audience.
Kaper MD Chris McCafferty said: 'We've been asked to launch the brand platform, which is focused around the ease of Pot Noodle. We need it to come to mind instantly in the target audience and drive credibility.'
He added: 'The context is they are moving from a more traditional campaign-based approach to increasing the importance of social media in overall comms. I'd expect online content to play a major part - especially branded content creation.'
He declined to provide further details other than to say the PR would employ an 'irreverent' tone.