Cadbury wants users to swipe right - joins Tinder

Sarah Homewood
By Sarah Homewood | 6 October 2015

It may be ugly but it's what is inside that counts.

This seems like the opposite message for dating app Tinder, with most people being taken on face value, however Cadbury is taking on the app by placing its Picnic bar on the dating site to find out once and for all whether ‘Deliciously Ugly’ is what the singles of Australia are looking for.

Starting this week the chocolate bar is looking for dates, and according to Cadbury, Picnic is set to create some stiff competition for the single men and women of Australia.

Cadbury Picnic’s campaign, run in conjunction with Nova and Tinder, features a video message reminding Tinder users not to be so premature when swiping left.

Stephanie Ringwood, brand manager for Cadbury bars, said Sydney and Melbourne users can tap and enter for the chance to sign up and attend a ‘Singles Party’ in Melbourne hosted by Picnic and Nova in November.

“Picnic is famous for being the 'Deliciously Ugly' chocolate bar that Australians love, and what better place to find love than Tinder,” she said.

“Picnic is complete proof that it’s not all about good looks. After all, we know most Australian’s have already seen Picnic unwrapped and like what they see.

"We are excited to see how Picnic stacks up against Aussie singles, and we're delighted to have Tinder and Nova on board to help us find out."

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

Read more about these related brands, agencies and people

comments powered by Disqus