For more than 20 years Moro was marketed as a source of energy and associated with elite sport when in reality it’s just a chocolate bar. As a result Moro became irrelevant and old fashioned to its key consumers and had slipped from 1st to 4th position in the chocolate bar rankings. It was time to tell the truth so that’s exactly what we did, creating a campaign celebrating 4th place, at the same time giving Moro a new attitude. It was time for those that just missed out of medal contention to get some recognition, so we gave New Zealand a chance to celebrate their own 4th place achievements.

We started a Nationwide search for fourthness - encouraging NZ to get in behind the underdog and celebrate being ok at this and that, beautiful-ish and kind of alright at stuff.