Halo make low-fat chocolate bars and with a limited budget compared to major manufacturers, needed to  ‘stand out’ to leverage maximum exposure.

The default creative route in this market had hitherto been to show skinny, slinky and impossibly attractive models eating such confectionery.

Planning and creative development groups however, told us this was a non-starter, with zero credibility that such women could eat the chocolate and still look like that.

Accordingly, we hit upon a ‘refreshing honesty’  approach whereby women could recognise ‘real’ body shapes – and not the infamous size zero – and just embraced and celebrate the desire and need for a chocolate bar – but one that wouldn’t carry quite as many calories as others.

Within the pages of magazines like Cosmo and Elle, the campaign made quite a splash and had the desired effect.