"Get Out Back and Barbie" was developed as the theme across the promotional campaign and another Aussie icon character, Scott Cam the celebrity builder, was teamed up with our cricketer, Glenn McGrath.This was implemented across all of the MasterFoods range with a major prize competition to win a BBQ area designed by Scott Cam, a backyard BBQ and cricket game with Glenn McGrath and channel specific competitions with BBQ prizes. This was promoted through major POS and in-store displays, trade event launches, website, magazine and press media and a grass roots loyalty programmes through all surf life-saving clubs.

Over 3300 people entered the competitions. For the first time ever, MasterFoods has moved above a 20% MAT (they are at 24%) which in turn means sales really soared!