Pineapple Lumps Given by Sweet As God

Pineapple lumps, a chocolate coated confectionery produced by Pascall (Cadbury), are regarded as a national treasure by most New Zealanders. As a Kiwi living in Australia it’s always a delight to find a shop that stocks Pineapple Lumps. To help New Zealanders recognise the uniqueness of the Pascalls product, Cadbury commissioned DDB New Zealand to spin a creation story.

Pineapple Lumps Sweet As

In the beginning, when the Creator was giving out stuff, New Zealand slept in. The young man walks in to the bidding table just as oil is being divvied out. He sits beside the representative from Australia. “Have I missed much?” “Oh mate, oil, gold, car manufacturing…” “Oh not too much then…” Suddenly the bidding voiceover says, “Diamonds…(buzz) go to South Africa.” Representatives applaud. “You’ve got to be quick around here!”, says the New Zealander. Bidding Voiceover: “Pine… (buzz) …apple lumps. Well done New Zealand.” Voiceover says, “And that’s how we beat the rest of the world.” The Creator reaches down for a taste. “Big Fella”, says the young Kiwi. “Sweet as, dude”, says God. The super: “Pascall Pineapple Lumps, a National Treasure. Pascall and Pineapple Lumps are Cadbury Group Trade Marks.”


Pineapple Lumps ‘Sweet As’ was developed at DDB Auckland by executive creative director Paul Catmur, copywriter Martin Brown, art directors Darran Wong Kam and Pete Thompson, and agency producer Vicky Rhedey.

Filming was directed by Steve Saussey via Film Construction, Auckland, with producer Claire Richards.