CLOSE-UP: LIVE ISSUE/CAMPBELL'S - Naked is set to revamp our perception of three classic brands, Emma Hall writes.(Brief Article)

Oxo, Homepride and Campbell's. Three huge and profitable household names, but all somehow lacking the vital 'x-factor' that propels a brand from back-of-store cupboard to front of mind.

Despite a collective budget of pounds 11 million, conventional advertising has not lifted Oxo, Homepride or Campbell's out of the respectable mediocrity in which they languish.

Last week, Campbell Grocery Products appointed Naked Communications to overturn this state of affairs and inject a bit of 'magic' into the brands.

The FMCG giant wants the rest of its portfolio to receive the same sort of innovative media planning that Naked has so successfully applied to Campbell's Batchelors Super Noodles range.

'Television is very expensive and it can only affect certain things,' Robert Rees, the interim marketing director at Campbell Grocery Products, says. 'Naked looks neutrally at budgets and finds the best mechanics to achieve your business objectives. It gets brands connected with consumers in ways that make a difference.'

In the case of Super Noodles' Vindaloo flavour, the difference was achieved by sticking Police tape bearing the warning 'Danger, ringburn in progress' on to cubicle doors in pub washrooms.

Other doors were plastered with 'Emergency cooling instructions' and advice such as: 'Spray affected posterior region with chilled lager.'