Independent agency CreativeRace, who specialises in retail and FMCG communications for clients, has been appointed to create and manage social media activity for convenience food brand Naked Noodle.
Owned by Leeds-based food manufacturer Symington’s, who also produces household brands including Mug Shot, Ragu, Ainsley Harriott and Ilumi, Naked Noodle is a range of low-calorie, Asian inspired sophisticated egg noodle-based snacks that cater for people on the go.
With a predominantly female audience, Naked Noodle appeals to people looking for quick, hot snacks and features nine flavours including Thai Sweet Chilli, Vietnamese Beef Pho and Chinese Chow Mein.
CreativeRace will work with the Symington’s team to develop a social media strategy, tone of voice, create content and take on community management for the Naked Noodle brand over the coming months.
The agency’s Leeds-based social media team also manages social media activity for Mug Shot, Naked Noodle’s sister brand, which has become a £40m brand* this year.
Mike Benton, head of sacking at Symington’s, said: “The rise in convenience snacking combined with a low calorie option has contributed to our strong growth with Mug Shot over the last 18 months.
“The team at CreativeRace has been instrumental in helping us to develop the Mug Shot brand and we’re looking forward to continuing the great work for Naked Noodle!”
Emma Streets, head of Social Media at CreativeRace, said: “Naked Noodle is a great brand with plenty of appeal – the convenience snacking culture is a huge market and we’re excited to roll out our formula of creative content combined with strategic targeting and sampling activity to help this product make a real impact.”