Mother's new (and first) campaign for Pot Noodle features noodle miners working in Crumlin, the "jewel of the Welsh Empire". Set in the fictional "world famous Pot Noodle mine" in the village of Crumlin, Caerphilly, where the real Pot Noodle factory is based, the ads aim to reposition the brand from previous "Slag of all snacks" and "Pot Noodle horn" advertising campaigns. The ads end with the line "Fuel of Britian. Isn't it." and have a a noodle mining game at the campaign microsite, Fuel of Britain.