Snickers is a big, dense candy bar packed with peanuts, nougat, chocolate and caramel, making it more substantial than other candy bars. Because of this, we arrived at the tag line 'Feast' because a Snickers bar is a feast all by itself. To emphasis this point, we developed a road-trip campaign featuring five historical characters who all love to feast: a Viking, a pilgrim, a Polynesian, a Roman, and Henry VIII. All these characters have one thing in common: they love to feast on Snickers bars.In this spot, Henry VIII offers the Pilgrim a deal: the pilgrim gives Henry a Snickers bar, and in exchange Henry will make the Pilgrim the Duke of Estershire. The pilgrim eagerly accepts, not knowing that there is no such place as Estershire.

The public first heard the Snickers Plan song when it was featured underneath the Snickers Feast launch TV spot. The full 2-minute version of the song was simultaneously released on the internet.