What it had to solve
Pot Noodle had reinvented itself with Lucky Generals from the lazy 90s snack into a product for young, ambitious people who pursue dreams and don't cook. Its 'You Can Make It!' ad used an unreleased track, 'Winner', by unsigned act RAYLO, fronted by 27-year-old Reece Whyte — and demand for the track exploded.
The idea
Let the strategy perform itself: a brand platform about 'making it' actually makes an unknown rapper it — releasing his ad track as a real single, video and label deal.
How it works
Pot Noodle, Lucky Generals and Big Sync Music launched RAYLO properly: Ultra Records released 'Winner'; a music video directed by Carly Cussen of MOS Films showed RAYLO performing at a gig, cutting to a young woman getting ready to join him — who then performs the whole track in sign language (as she does in real life, having deaf parents); the film aired at The X Factor tour nationwide and was hosted on Shazam through a wider media partnership.
What it did
The ad behind the track had nearly 2 million YouTube views; 'Winner' was signed to Ultra Records (home to Calvin Harris, David Guetta, OMI and Tiësto); the video launched online, at the X Factor tour and on Shazam — turning an ad asset into a genuine artist launch.
Background
Pot Noodle's reinvention under Lucky Generals had repositioned the snack from 'the slag of all snacks' 90s laziness to fuel for young, ambitious people who spend all their time chasing dreams and none of it cooking. The 'You Can Make It!' campaign's ad carried an unreleased track, 'Winner', by an unsigned rapper, RAYLO — 27-year-old Reece Whyte.
The ad drew nearly 2 million views on YouTube, and interest in the track came from the public and the music industry alike. So the brand did the literal thing: together with Lucky Generals and music agency Big Sync Music, it launched RAYLO as an artist. US label Ultra Records — home of Calvin Harris, David Guetta, OMI and Tiësto — signed 'Winner' for release.
The music video, shot by Carly Cussen of MOS Films, shows RAYLO performing at a gig while cutting back to a young woman preparing to join him on stage as a singer/dancer — and in the twist the platform demanded, she performs the track in sign language; she does so in real life, as her parents are deaf. The film launched online, aired at The X Factor tour nationwide and lived on Shazam as part of a wider media partnership.
Why it lands
The ad's track proved itself in market first — 2 million views meant the artist launch was answering demand, not creating it cold.
Releasing the single through a real label (Ultra Records) made the brand's 'make it' promise verifiable rather than rhetorical.
The sign-language twist echoed Lucky Generals' earlier Pot Noodle boxer film: every execution needs an unexpected turn that rewards attention.
X Factor tour and Shazam placement put the artist where young audiences already look for music, not where they tolerate ads.
What you can take
A brand platform is credible when the brand executes it once, literally: if your strategy is 'you can make it', make someone.
Since then
'Winner' was released by Ultra Records and the video rolled out across online, X Factor tour screens and Shazam in February 2016. Pot Noodle continued the 'You Can Make It!' platform; the source article reports no chart positions for the single.
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