Young Aussie males think they’re pretty tough.

So we put out the challenge: see if you can finish a Picnic in the space of a TV spot.

After all, it’s just some nuts, chocky-choc, caramelly stuff and some teeny-tiny rice crispies. Surely it can’t be that hard, right?A website was created, where consumers could create their own TV ad – everything including filming, editing, adding a pre-recorded VO, even dispatching for TV approval.

All 200+ TV ads that went to air came from the website, with every ad directing people back to the website so more could be created.

At the time of submission just over 12,000 ads were created using the website - remember, that’s at least 12,000 Picnics sold just to make the campaign. 207 of these ads made it to national television. The site recorded over 200,000 video impressions, with the average visitor watching at least 4.3 commercials per visit. There were 100,000 recorded ‘tweets’ and discussions on over 40 different blogs. Importantly, Picnic marketshare has risen from 3.0 to 5.1 since the campaign began, the first time Cadbury has seen a rise for this product in 2.5 years.