To make Peters MAXIBON the snack of choice for hungry young men, we had to appeal to the male ego. So we turned ‘man-hunger’ into a superhuman feat and elevated young men, who satisfied that man-hunger with MAXIBON, to superhuman status. We did this by giving them the chance to have what every man with a superhuman ability has – his very own action figure likeness. Ultimately, the desired outcome was to increase MAXIBON sales, its share of the ice cream snacking segment and build a Facebook community from scratch.

In just 7 weeks, the campaign generated:

- Over 7.5 Million interactions online

- Loads of Instagram content (via interactive point of sale and action figure prizes)

- More than 47,000 new Facebook members (from a starting point of 0)

- Over 22,500 unique online entries

- A 114% increase in grocery sales alone

But best of all, MAXIBON snared the #1 share of the ice cream snacking segment.