Sometimes you have a hunger so big, no normal menu can satisfy it.

That's why we created ampm's Secret Menu campaign, where we encouraged customers to unleash their creativity, ingenuity, and appetite on ampm's full array of hot food, snacks, and condiments. The campaign featured several one-of-a kind, hunger-busting concoctions that could only be created at ampm. Like the Tower of Torta (three different tortas stacked on one another.) Or the Glazed and Amazed (donut, sausage, egg, cheese). These examples of deliciousness and debauchery highlighted one clear message - there's only place with too many options, too many flavours, too much good stuff.

On television, viewers were shown a few creative masterpieces to inspire what the public could make. The call to action? Come to ampm, start building, and add your eccentric genius to the secret menu. Online videos, print and out of home showed viewers even more caloric concoctions that were possible.

The idea of the secret menu took on a life of its own on Facebook, gaining over 1,000 hungry fans during the launch. ampm supplied the raw materials, participants supplied the ingenuity. Here, people could share their creations with the world and see the full list of secret menu items uploaded by others.