You’ll never look at instant noodles in the same way again. Launching a bold new integrated marketing campaign, Fantastic Noodles is giving cooking noodles an ‘extreme makeover’. Involving a fictitious TV show, Pimp My Kettle, the company will have professional ‘kettle pimpers’ turn kettles from hell, into working pieces of art. The campaign is a parody of the popular MTV show, Pimp My Ride, where a run-down viewer’s car is customised by a team of experts.

Pimp My Kettle has captured the imagination of several celebrities including Harry Kewell, Powderfinger, Jimmy Barnes and Sophie Monk, who have all customised their own kettles which will be auctioned with all proceeds going to Father Chris Riley’s Youth off the Streets charity.

When complete, the works of art will be displayed on www.pimpmykettle.com where TV episodes can be seen and visitors can create their own ‘virtual pimped kettle’. The website has already attracted more than 500 members with more than 50 professional kettle pimpers, including well known artists Ben Frost, Cupco and Jeremyville.

Anouska Thomson, category brand manager, Fantastic Snacks says the campaign was meant to be a bit of fun and something that they’re target market, mainly young guys, would appreciate

“We’ve also pimped-up a van, The Pimpmobile, which is touring Australia handing out free noodles so people can find out firsthand how fantastic our noodles taste”, Ms Thomson says.

She also says that “The Pimpmobile is also giving away Australia’s first 100% biodegradable lanyards and forks as well as quirky car deodorisers that smell of chicken noodles – we are pretty sure this is also an Australian first.” So the next time you’re stuck in traffic, you’ll know where that faint, vaguely delicious smell of chicken noodles is coming from.

The pimped-up kettles will be auctioned on eBay from August 21st and on September 16th at a VIP, invitation-only party at the MTV Gallery. A limited number of tickets are available via a competition on the website.