Pot Noodle, the beloved British snack brand, sought to deepen its connection with students by addressing one of their biggest concerns: finding a fulfilling career path. Having already created the PotNoodleInternships.com website, our campaign goal was to highlight the opportunities available on the site while infusing the campaign with the brand's distinctive personality and humor.

Building upon our knowledge gleaned from our work on the Pot Noodle Internships platform, we knew Gen-Z is a generation of dreamers and doers who are actively reshaping traditional career paths. They value realness and gravitate toward authentic, peer-to-peer recommendations, expecting honesty and relatability in the content they consume. Many in this generation are also entrepreneurial, finding ways to monetise their skills, pursue side hustles, and create unconventional career opportunities for themselves.

Pot Noodle’s message was clear: You don’t have to settle for the path life has dealt you. The campaign aimed to empower students to break free from outdated expectations and embrace their individuality by pursuing careers that aligned with their true passions.

Enter Jay. A relatable and aspirational character, created to embody the experience of countless young people navigating their early career struggles. Through Jay’s story, we highlighted how Pot Noodle Internships could offer a lifeline to students, showing them that a fulfilling career was within reach. This narrative reinforced the brand’s ethos while positioning Pot Noodle as an advocate for young people striving to make their mark in the world.

At the heart of the campaign was Jay, a young professional who found himself stuck in a monotonous 9-to-5 job that didn’t align with his passions. Jay’s story served as a relatable reflection of the challenges faced by many students who felt constrained by societal expectations or uninspired by their chosen paths.

In our ad-spot, we followed Jay as he discovered PotNoodleInternships.com, which became his golden ticket to a new, exciting career that reignited his passions. This transformation demonstrated how Pot Noodle could offer hope and opportunity to young people while infusing the campaign with humor and personality.

Jay’s journey was brought to life through a vibrant, social-first campaign. The centrepiece was an engaging ad-spot that showcased his transformation from disillusionment to empowerment. This narrative was extended to TikTok, where Jay became the face of the Noodle Man account, interacting directly with students across the UK. Through on-the-ground conversations and digital content, Jay drove awareness of PotNoodleInternships.com while embodying the brand’s approachable, fun, and aspirational tone of voice.

The content captured Jay’s personality and humour, making him a relatable figure who resonated with the audience. His story encouraged students to rethink their career paths and consider how Pot Noodle Internships could help them follow their dreams. By combining authentic storytelling with highly targeted social media activations, we created a campaign that seamlessly blended entertainment with purpose.

Watch the full creative below.