Client: Pot Noodle
We're a self-confessed nation of foodies - but never mind that the sales of ready meals are still though the roof.
Jamie, Delia and Nigella rule primetime TV and supermarkets are pulling out all the stops to communicate their green and ethical credentials.
So, in light of this, this new ad for Pot Noodle comes as a breath of freah air.
Its poking fun at food obsesives strikes just the right chord and is bound to be a winner with the product's target lad market.
Nice work, Mother.
How Pot Noodle drives sales in health obsessed times