Most TV campaigns feature 3 spots. This is a television campaign of over 200 individual commercials with every ad that went to air being created by one of our consumers, using our website. We challenged them to finish a Picnic bar in the space of a TV spot (30 seconds). Using the website, they filmed themselves or uploaded their footage, edited their ad, chose one of our 50 pre-recorded scripts, along with their name (from a pre-recorded bank of 1,500 names) and built their ad online. From there the campaign fed itself, because every TV ad that went to air was dispatched from the site as it was created, by a real consumer.

Among the younger generation, in this world of tweets, posts, blogs, tubes and books there’s a real race for ‘getting yourself out there’. This campaign offered the ultimate prize – fame on National television.

The idea is simple: Think you can eat a Picnic in the space of a TV ad? Prove it.Not only could the audience make their own personalized ad using our website, they had the chance to get their mug on TV, because every single one of the 200+ TV ads that went to air, was filmed, edited and created by a real person. And each ad directed people back to the website, so more ads could be created…

At the time of submission just over 12,000 ads were created using the website - remember, that’s at least 12,000 Picnics sold just to make the campaign. 207 of these ads made it to national television. The site recorded over 200,000 video impressions, with the average visitor watching at least 4.3 commercials per visit. There were 100,000 recorded ‘tweets’ and discussions on over 40 different blogs. Importantly, Picnic marketshare has risen from 3.0 to 5.1 since the campaign began, the first time Cadbury has seen a rise for this product in 2.5 years.