If the new Piri-Piri Chicken Pot Noodle reminds you of another very famous Peri-Peri chicken spot, you’re not alone. In fact, Pot Noodle is fully embracing this same but different slant in its latest campaign promoting the brand new flavour. In an ode to the nation's well-loved chicken restaurant, Pot Noodle has teamed up with adam&eveDDB to promote the lookalike product with a lookalike campaign. 

As part of its new campaign, the brand is offering a black card and a lifetime supply of Pot Noodle; not to a celebrity, but to the best celebrity lookalike in the country. It’s not about being famous, entrants just have to look like they’re famous.

adam&eveDDB has brought the idea to life via a short social film, directed by Laura Borgio of Fresh Films. With someone who looks decidedly like Ed Sheeran presenting the challenge, the nation is invited to send in their own doppelgänger photos to be in with a chance of winning the brand’s black card.

The campaign has launched on Twitter, and will see shortlisted celeb lookalikes go head-to-head in promoted polls, in a knockout-style competition to find the nation’s best celebrity doppelgänger. 

Alongside social activity, the tongue-in-cheek campaign will also see the brand install tactical mobile OOH placements outside a branch of the famous Portuguese chicken restaurant with punchy copy that alludes to similar product flavour credentials. 

Whilst the tactics are cheeky, imitation is known to be the sincerest form of flattery and it’s clear that the brand is hoping to tap into the Peri-Peri or Piri Piri popularity through some light-hearted fun.