The Picnic brief was a little daunting - come up with something better than the ‘More like a banquet’ campaign that had made Picnic Cadbury’s second-highest selling chocolate bar. The answer came on a factory visit. The naked bars neatly lined up on the conveyor belt looked like organised poo! And so an idea was born: upfront, self-deprecating, and ugly. The campaign ran for 10 years, taking sales to new highs and winning awards.