Our
Work.
The Alchemist X Pot Noodle: Taking Bombay BadBoy On Tour – Experiential
Pot Noodle. Chicken in a Basket. A Hummer with a DJ booth.
An unlikely combination. Which made it a very Hussel sort of project.
The Alchemist and Unilever were taking their Bombay BadBoy X Chicken in a Basket collaboration on the road, bringing the partnership into public spaces and giving people a reason to head into The Alchemist to try the dish.
Across six days over two weeks, the tour visited University of Strathclyde, University of Glasgow, Leeds Trinity, Brindley Place in Birmingham, Spinningfields in Manchester and Liverpool ONE.
Around 7,000–8,000 Pot Noodles were handed out along the way.
Our job was to help plan and deliver the mobile music setup that brought the campaign together on the ground.
Cue the Hussel Hummer.



The Brief
Work directly with The Alchemist and Unilever to support a six-stop activation tour promoting their Bombay BadBoy X Chicken in a Basket collaboration.
The campaign needed to put Pot Noodle into people’s hands, build awareness of the partnership and encourage visits to The Alchemist to try the dish.
It also needed a mobile platform with enough personality to match the collaboration, supported by a practical plan for moving between university sites and busy city destinations.
Hussel’s role covered planning support, the branded truck, DJ equipment, driver, staging setup and on-site technical and logistical support.
Different locations. Different layouts. Six activation days.
The setup needed to travel well and make an entrance every time.
The Creative Idea
The collaboration already had the ingredients for a conversation.
A familiar Pot Noodle flavour meeting The Alchemist’s Chicken in a Basket, taken out into the streets with a mobile DJ truck.
We worked directly with The Alchemist and Unilever during planning to help make the touring setup work across all six locations.
The Hussel Hummer became the campaign’s mobile music platform, dressed in The Alchemist X Pot Noodle branding with flames that gave Bombay BadBoy an appropriately loud arrival.
The music supported the atmosphere around the sampling, while the campaign connected the giveaway with a clear next step: visit The Alchemist and try Bombay BadBoy Chicken in a Basket.
We supplied the truck, equipment and driver, set up the staging area and worked alongside the promotional teams and staff. The DJs were supplied separately, with our equipment providing the platform for their sets.
From Glasgow’s university campuses to Liverpool ONE, the surroundings changed. Our job was to make sure the truck and equipment were ready to support the campaign wherever it stopped.
What The Alchemist Said …
“Great fun collaborating with Unilever last week to send the Bombay BadBoy X Chicken in a Basket mobile on a tour of the estate. Lots of fun, fantastic awareness and big thanks to all involved in the delivery. Mad dish available in venues til end of the month!”
Simon Potts – CEO, The Alchemist, via social media
The Results
The campaign handed out around 7,000–8,000 Pot Noodles across six activation days, building awareness of the collaboration and encouraging people to visit The Alchemist to try Bombay BadBoy Chicken in a Basket.
The tour covered University of Strathclyde, University of Glasgow, Leeds Trinity, Brindley Place Birmingham, Spinningfields Manchester and Liverpool ONE over two weeks.
Hussel delivered:
– Planning support directly with The Alchemist and Unilever
– A campaign-branded, self-powered Hummer DJ truck, equipment and driver
– Staging setup and coordination with promotional teams
– On-site technical support and adaptation to weather and site logistics
The campaign was also received extremely well within The Alchemist, with directors celebrating its quirkiness and CEO Simon Potts publicly praising the fun, awareness and delivery.
A collaboration with plenty of personality, supported by a touring setup that helped bring it to life.
The Conclusion
Bombay BadBoy X Chicken in a Basket was an idea with enough character to take beyond the menu.
The tour gave people a chance to encounter the collaboration in person, receive a Pot Noodle and discover a reason to visit The Alchemist.
Hussel helped turn that ambition into a practical touring operation, working with the brand teams during planning and supplying the truck, equipment and on-site support across six locations.
That is where the Hummer earns its place: bringing the sound and presence an activation needs, with the mobility to take it somewhere new the next day.
Six stops. Two weeks. Thousands of Pot Noodles.
And a fairly unusual way to decide what you’re having for dinner.
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