This paper demonstrates how a seemingly out-of-date brand saw its fortunes revitalised by looking to its past rather than reinventing itself. It demonstrates that populism – via music and brand mascots – can be powerful tools. Above all, this is a story of how a relatively small spend of £2.6m delivered incremental short-term revenue of £3.4m at a time when the brand had been projected to make a loss; reversed long-term declines in penetration and returned Ambrosia to significant annual market share growth. It also gave the brand a valuable new property to fuel future growth.