If you think a snack brand couldn’t influence gaming culture…..then think again.
Pot Noodle, the iconic instant noodle brand known for late-night snacking, didn’t just advertise; it created experiences that made gamers feel seen, understood, and part of something bigger. By tapping into the interactive world of Twitch livestreaming, Pot Noodle turned casual snack moments into cultural rituals — and in doing so, reshaped how brands connect with the gaming community.
Pot Noodle has always had a bit of an unofficial reputation among gamers — those marathon sessions, clutch wins, and long grind nights often include a quick Pot Noodle break. Recognizing this natural affinity, the brand didn’t just aim for visibility; it wanted authentic engagement with gamers where they already spend their time.
That’s where Twitch comes in — the live-streaming platform where gaming isn’t just watched; it’s lived. Twitch communities are interactive, vocal, and highly loyal — making it a perfect stage for a brand that wanted more than views. They wanted participation.
In collaboration with media agency Mindshare, Pot Noodle launched a bold, fun, and culturally relevant campaign called the “Slurp & Conquer Quest.” Unlike ordinary ads that interrupt content, this strategy became part of the content.
The whole idea was inspired by two core gaming habits:
So instead of a static banner, Pot Noodle introduced a branded Twitch experience with:
This wasn’t just advertising — it was culture creation.
The genius of the campaign lies in how it used Twitch’s interactive features rather than just its ad inventory. Viewers could engage with the brand in real time, participate in shared jokes and moments, and own part of the narrative. That’s the difference between seeing an ad and being inside an experience.
As one Twitch creator noted, the custom branded elements — like the slurp emote — lived on in chats long after the initial streams, reflecting lasting impact beyond immediate impressions. This sense of community ownership is what traditionally separates meaningful marketing from noise. Pot Noodle didn’t just sell noodles — it joined player rituals.
Most brands hope for eyeballs. Pot Noodle got participation and measurable results:
These aren’t small footnotes — they show that immersive, experience-led marketing can move both hearts and sales. This campaign didn’t just entertain but it turned brand engagement into consumer behaviour.
So what makes Pot Noodle’s approach so revolutionary in gaming culture?
