This paper demonstrates how the advertising announcing the arrival of a new name in chocolate digestives, made Cadbury the fastest-growing chocolate biscuit brand. It is also a stark reminder of the power of focus and simplicity. By using one high-impact television execution - 'Thank You' - strong awareness levels for Cadbury Milk Chocolate Digestives were achieved, which also subsequently unlocked sales growth across the entire Cadbury Biscuits range. This small budget awareness campaign delivered big-budget results. It improved perceptions of product quality and taste, delivered higher penetration and loyalty, and generated payback of £2.59 per £1 spent