They wanted to show that their brand tastes just as sweet as normal sugar. So they spread their product on a piece of paper in the shape of an arrow and a muffin and let Ants, who we all know love sugar, advocate this fact.
Although if you think about it, it could be any vaguely sweet product and the Ants would do the same, and quite how long the Ants would stay in the right position for or even how long they'd survive (get the RSPCA on the phone) is certainly up for debate, but of course it's the concept that's great, and it's one of those campaigns that makes you think, I wish I'd come up with that. And I really wish I had.
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