The Four’N Twenty Magic Salad Plate.Instead of denying Four’N Twenty’s lack of health, like so many other brands with their healthy choice meals, we embraced it, meeting societal pressure head on. We created a solution that worked with the pie to humorously say, “For five minutes society, can you bugger off and let me eat what I want!” –The Four’N Twenty Magic Salad Plate. A plate specifically designed with a 3-dimensional model side salad to let pie-eaters ridiculously appear to be also having some salad. Advertised across many mediums, plates sold online using unique codes collected from packs.

The pies and plates sold like crazy.The most successful marketing campaign by Four’N Twenty ever. The brand was immediately rewarded with huge free publicity for being “true to itself”. The brand and the plate became a symbol for letting guys just enjoy food. In the first fortnight, plate sales were reported at 25,000 and it was recently voted one of the best new products of 2008. It even appeared on eBay for 15 times its original value. More importantly Four’N Twenty pie sales soared with a 40% increase in single serves and 21% in 4 packs.