Cadbury Picnic : It's No Picnic

Good thing they didn't cast Kobayashi.

Published On
Feb 15, 2010
It's No Picnic

Editor's Pick

We're not sure how this effort for Cadbury would have gone down if GPY&R Melbourne had tapped Takeru Kobayashi, but thanks to the good citizens of Australia, the agency was able to deliver the message of the long-lasting chewiness of the Picnic bar. GPY&R challenged the candy bar eating public to devour a Picnic within the span of a 30-second commercial. The chewers submitted videos of themselves attempting the feat to the Its No Picnic website, and the brand then ran more than 200 unique user-generated films on TV.


Feb 16, 2010
Client :
Brand :
Cadbury Picnic
Agency :
George Patterson Y&R-Melbourne
Executive Creative Director :
Ben Coulson
Creative Director :
Ben Couzens
Art Director :
Ben Couzens
Creative Director :
Jim Ingram
Copywriter :
Jim Ingram
Agency Producer :
Romanca Jasinski
Digital Art Director :
Stephen Joss
Digital Producer :
Carrie Burman
Developer :
Beau Rushton
Head of Planning :
Kate Smither
Head of Digital Strategy :
Luc Wiesman

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