A recent campaign by Clemenger BBDO Adelaide shows us just what people would do for a free snack. Channeling the insight that “once people try Fantastic Delites they generally end up buying them,” the company placed a seemingly innocuous vending machine called the Delite-O-Matic in the atrium of an Australian shopping mall, which was to dispense free snacks at the press of a button… or so consumers thought.

Instead of simply doling treats out for people to try them, the Delite-O-Matic presented tedious challenges to each shopper. First, it demanded a few hundred presses of its button, then thousands of presses, before dispensing the snack. Eventually it began asking shoppers to perform increasingly complex—and frankly, quite humorous—tasks, such as dancing, bowing, and more. Hundreds of shoppers partook in the challenges, showing just what people would do to score a free box of Fantastic Delites.

The goal was to create unique and engaging way for people to try Fantastic Delites snacks, and the campaign effectively embodied the playfulness of the brand and the product.