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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.

"For our EatClub Manchester launch, we trialled something a bit different and went all in on an immersive, high-energy, food-led approach, partnering with the incredible Lewis Ellis and his team at Hussel Marketing. Safe to say, he truly lives up to the word hustle 🔥 the energy and passion he brings is contagious. The activation achieved high visibility, irl engagement, a lot of fun and value exchange"
Talina Cruz

Head of Brand & Comms - EatClub

“Working with Hussel was a great experience. Lewis was incredibly helpful throughout the partnership and always brought fresh, creative ideas to the table. Even when we ran into challenges or unexpected issues, Lewis was proactive in finding a way forward and making things work. A very positive experience overall, and we’d be happy to work together again!”
Kateryna Chernyshova

Kateryna Chernyshova – Brand Manager, Headway/Nibble

"Lewis’ ability to create out of the box and engaging campaign ideas is a real superpower, especially in a world where simply throwing money at a paid ad is often mistaken for great marketing. Our recent Free Burger Booth activation allowed us to engage with new and existing guests, capture data, create incredible content and give people a new reason to talk about our brand. Having Hussel to call on to add a new dimension to a campaign is a tremendous gift! I trust that my brand is not only safe in the hands of Lewis and Hussel, but that whatever crazy idea they pitch will excite our audience, energise my marketing team and impress our stakeholders."
Holly Hatwell

Brand Manager - Revolution Bars

"We worked with Lewis on a CGI campaign for roll out across 6 of our key markets. Lewis and the team brought bags of energy from the start, with great creative thinking and pitch presentations. We LOVE the end result, all films delivered our expectations 100%. The Hussel team brought a wealth of creative ideas that perfectly complemented our vision and requirements. Lewis, in particular, was always accessible and keen to find the best solutions to our needs. His dedication, professionalism and outstanding ideas were essential to the success of our project"
Anna & Miroslava

Marketing Team UK & EU - Lansinoh®

"Lewis is my (not so) secret weapon for disruptive PR! We've worked on some brilliant brand activations this year with Revoluciòn de Cuba and I can't wait to carry on creating memorable moments, flipping the familiar into a fiesta. Our most recent activation in Birmingham Bullring was beautifully pulled together, the video has been a hit internally and i'm excited for the content to hit our digital channels for guests to see. Lewis is professional, enthusiastic, innovative and I feel confident that he can literally pull anything off we dare to dream up!"
Kate Hawkshaw

Brand Manager - Revolución de Cuba

"It's been a blast working with Lewis and the Hussel Marketing team since the start of 2023. Lewis brings a new dimension, thought process and a level of Marketing expertise that we just don't have in our current business set -up. Lewis has become a welcome extension to our business. Lewis is full of energy & enthusiasm and is clearly passionate about his subject. If you can deal with the pace - I'd fully recommend having this marketing innovator on-board."
Nick Ratcliffe

Marketing Director - FASTSIGNS Manchester

"Hussel were exactly what we were looking for as a think outside of the box marketing agency. Brennan worked with Hussel to produce a video for use as an advert on our social media & YouTube channels. Lewis and his team were fantastic to work with & delivered exactly what we were looking for with the tone & presentation of the video. We've been so impressed with the first video they produced for us that we've decided to turn this into a series of adverts for our company. We're really happy to continue to work with Hussel and produce some compelling but fun content for our customers."
Baneet Grover

Marketing Manager - Brennan Industries

The Hussel team have recently built HM Staffing a new website and we are blown away by the site and the results it's delivering. From the start of the process to the end we had no issues and Lewis was always just a phone call away to help with any questions or changes. Massive thank you to the Hussel Team for building us a website that doesn't just look nice but also converts clients and represents our brand.
Harry Portch

Owner/Director - HM Staffing

Lewis and Hussel is not just another Marketing place. Working with Lewis developed and in time, he felt like family. His ideas are wild and unique and designed to engage and intrigue resulting in 100s of thousands of views if not millions. He ran a cancer awareness campaign for us and created an investor video ad in under a week. The results were stunning and a great showcase of his talent as an artist. I expect huge things for him and his company and expect this to be the start of his firm exploding!!
Jeff Stephens

Owner/Director - Infusion 51a

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