We knew the big reveal in our ad needed a big soundtrack. And as the brand that helps young people ‘Make it’ we wanted to give a new artist a leg-up rather than using an established track.

So we commissioned a young rapper by the name of Reece Whyte and his act ‘Raylo’ to record a song for us.

They composed a fantastic rap anthem that talked about chasing your dreams, working hard and eating ‘Dinner from the pot’.

Fittingly, it was entitled ‘Winner’.

‘Winner’ was seeded with radio stations and music journalists to generate advance coverage and airplay.

The track was then announced through Ultra Music’s channels, ensuring support from millions of followers before its release.

As the track and promo dropped, we began re-running our ‘Ringlad’ commercial in selected online media such as YouTube and facebook. There were links on the

promo driving people to watch Boxer and vice versa. This ensured that Pot Noodle and its message of ‘Making it’ was always (subtly) linked to the song.

In less time than it takes to boil a kettle our campaign has turned Pot Noodle from the snack of slackers into the fuel of greatness.

Uses of #YouCanMakeIt have generated 29M impressions, 92% of those using it are between 16 and 24 years old and positive coverage has outweighed negative coverage 10 to 1.

‘Winner’ already has hundreds of thousands of views and listens and Reece and Raylo are hard at work on follow-up songs.

‘You Can Make It’ indeed.