‘You’re Not You When You’re Hungry’ is Snickers’ global campaign.

TV ads show people literally turning into somebody else when they’re hungry.

But when we launched the campaign in the UK we didn’t use TV.

We chose Twitter.

Five celebrities sent tweets that were completely out of character.

Their final tweet revealed the line: You’re Not You When You’re Hungry with a Twitpic of them eating Snickers.

Each celebrity sent just five tweets.

Yet the campaign was reported in press, on TV and radio - and was even mentioned in parliament.

We spent £70,000 - but reached 26 million people.