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.