Brief Description: Sales were slowing in 1996 so a campaign was needed to re-vitalise the brand. The aim was to look for new customers and new usage opportunities. ‘Foody nosh’ , fast food but substantial was targeted at men rather than families. TV burst followed by drip. Market share and sales improved immediately, clear rise in new target market usage. At least 42% weekly volume uplift during the campaign---(TAGS)---Full Title: Bathcelors Supernoodles - Leading from the front ; Number: 1998/4 ; Brand: Batchelors Supernoodles ; Client: Van Den Bergh Foods ; Product Category: Food (Ready meals, convenience foods) ; Food (Snack foods inc. crisps, nuts etc.) ; Agency: Mother ; Author: Justin Kent, Stef Calcroft ; Prize Winners: 3 Star (Adworks ref: Advertising Works 10)