Mars asked us to create buzz and excitement about the return of the coveted Milkyway Crispy Rolls.

When they were originally discontinued, fans were (understandably) devastated...with many taking to social media to express their hurt.

"Milkyway discontinuing crispy rolls is possibly the worst business decision anyone has ever made"
"The worst thing that happened to the UK is discontinuing Milkyway crispy rolls"

They were just too good to waste...

The campaign gained 475 media articles and more importantly: after two days of sales became the most popular product in all of Tesco UK!