Clemenger BBDO Adelaide is proving that Aussies will go to wild lengths for a Fantastic gluten free snack food.

Fantastic Delites rice crackers have been around since 2008. So has the gluten-free food fad.

The brand is doing quite nicely.

In fact, people will walk in a ridiculously long, zig-zag-shaped queue – one person at a time to get Fantastic Delites for free.

And Clemenger is amping up the Fantastic Delites craze by highlighting what people will do to get the crackers into their hungry little mouths.

“It seems no matter what challenge we throw out there, be it mindlessly pressing a button on a vending machine 5000 times, or the indignity of dressing as a rodent and spinning a mouse wheel for five minutes, the punters always seem to come back for more. Maybe we’re not making them difficult enough?” stated Clemenger BBDO Adelaide creative director, Matt O’Grady.

The queue idea came from standing in those brain snap provoking queues at airports, he added.

Adam Jackson, chief marketing officer of Fantastic Snacks, added, “The videos have been an effective way of raising brand awareness, increasing brand engagement and driving consumer trial.

“The How Far Will You Go? campaign has been a great platform for us to dramatise our products’ key benefit – taste. Having consumers go to any extreme to get their hands on your product is something we all dream of.”

The most recent video is How far would you queue for Fantastic Delites Curls? Its predecessors, the Delite-o-matic videos, including one in which blokes danced like ballerinas for Fantastic Delites (!)…

…have earned millions of views and thousands of free words in mainstream media and blogs worldwide. The first Deli-o-matic video (2012) is up to 2,838,478 YouTube views.