Cadbury Picnic - crispy and chewy caramel covered in whole raisins, peanuts and Cadbury milk chocolate
History
Picnic was launched in 1958 under Fry's name and most recently re-launched in 1999.
Positioning
'On the go' chocolate snack
Advertising
Probably one of the most memorable campaigns for the brand was one which featured a camel called Calvin which was singing a song about the 'chew' of the bar. The 1994 campaign, was a spoof of a washing powder ad and showed lots of the ingredients being poured over a housewife, saying that there were so many ingredients in the bar that it wasn't possible to fit them all into one ad.
Did you know?
The current Australian advertising campaign positions Picnic as 'deliciously ugly!'