Aussies know a lot about Caramilk. We love the stuff. So VCCP has placed live Aussies in its Just Ask An Aussie billboards. And you can (ask them).

The live billboards are up on three UK sites for one day each. The Birmingham Custard factory site billboard was live on September 26. The Cross Street Manchester site was live on September 28. The Truman Brewery Day Walk billboard in London will be live on September 30.

Brits who can’t get to a billboard can ask why Caramilk is awesome via an Instagram Q&A.

The campaign is being supported by a media partnership with LadBible, as well as by Wildfire memes and an influencer campaign, co-ordinated by PR agency Golin, which features comedians, Sideman, BashTheEntertainer and Star Holroyd.

Beatrice Berutti, senior brand manager at Cadbury-owner Mondelez, stated, “We wanted to do something which naturally channelled the Cadbury Caramilk character, while standing out from other new product launches. We were committed to doing something a little bit different, albeit whacky, to welcome Caramilk to British shelves, and we’re super excited that our mad plan of pinning a real, live Aussie was pulled off.”

Jonny Parker, executive creative director at VCCP London, added, “Aussies have loved Caramilk for years. With 138,000 Aussies living in the UK, what better spokesperson to launch Caramilk than the Aussies themselves?”