Celebrities, a Twitter storm and a helping hand for tired, hungry commuters.We created a media storm by hijacking celebrity Twitter accounts and getting them to tweet out-of-character messages. For example, Manchester United footballer Rio Ferdinand tweeted about knitting a cardigan; model Katie Price tweeted about economics. When the celebrity ate a Snickers things got back to normal. We were investigated by the ASA and got everyone talking about Snickers (the ASA complaint was not upheld!).

An editorial column in Metro digested the week's stories of celebrities who weren’t being themselves, as well as featuring readers’ “you’re not you…” moments. And we ran contextual ads around online news stories about celebs not being themselves.Finally, emergency Snickers bars were given to commuters, with their free Metro newspaper listing the symptoms of hunger. If feeling any of these, the reader should break the special 'emergency glass' packaging and eat their Snickers.

Sales growth by nearly 10%!Consumer sales value has grown by 9.4% in the impulse channelSingle bar rate of sale grew by 11.3% over the 12 weeks of the campaign.Not only have most of the UK's papers been talking about Snickers, we've had an ASA complaint overturned and we've even had a shout out in the UK parliament by MP Danny Alexander.