Our first prank used television in a way no brand in the country had ever done before. The campaign launched on April Fool’s Day on the second largest commercial TV channel. By transmitting ten seconds of static in the Fidorka’s commercial, we had people convinced their TV’s weren't working. And we didn’t just do it once – we did it 39 times throughout the day.

We invented and patented a completely new in-store technology, surprising Tesco customers with talking shelves that congratulated them for choosing Fidorka.

We also teamed up with the TV show TopStar to trick celebrities into dressing up in ridiculous costumes, and we ran a fake PR campaign claiming Fidorka was going to change shape from a circle to a square.

Finally, Fidorka created Facebook Apps so fans could share prank ideas or play digital pranks on friends, encouraging consumers to make some mischief of their own.

The Czech people loved the campaign, giving the brand 40,000 YouTube views and enough Likes to make Fidorka the 8th biggest food & beverage Facebook page in the Czech Republic.

Most importantly, the sales of Fidorka – previously failing – increased by a huge 24%. In Tesco stores, our talking shelves drove up sales by an astonishing 95%. And all this while, the category was actually declining by 7%. By the end of the campaign, Fidorka had become the category leader with the highest market share in its modern history, and was restored to its status as a Czech icon.