First we launched with an honest TV ad, followed by the hijacking of two major events. First, the Homegrown Music Festival, where we held the Moro Miss 4th Best bikini contest with the 4th hottest girl winning $4,444. The following day we gave away a second hand sports car worth $4,444, to the person who crossed the finish line in 4th place at the Auckland Round the Bays fun-run. Both events were heavily supported by TV, print and radio support.We launched a website where New Zealanders could submit their own achievements of 4th for a chance to win prizes. People were directed to the site through adshells, web banners, a viral video and event cameras.

This year started with Moro declining, but after the new campaign launched in March, Moro sales grew by +60% versus March last year. With a few selling days to go this month, the final result will be even bigger. Over 650,000 Moro bars have already sold so far this March - double the volume of February.Unfortunately, with these sorts of figures, Moro is now New Zealand’s most favourite chocolate bar.