The campaign to “celebrate the tastiness of men” across the UK offers people the chance to nominate the ‘hunk’ in their life – whatever their body type – by posting a picture of them on the Oykos website or Facebook page.
Amanda Holden, star of the 2012 Oykos TV launch advert and Britain’s Got Talent, will select a shortlist, and the overall winners will then be decided by a public vote.
The picture must show the ‘hunk’ proudly showing off his torso along with a brief description of what makes him so tasty, the firm said.
Entrants will be placed in a ‘tasting gallery’ online for all to view.
The four men deemed the tastiest by the online vote will meet Holden and have their torsos sculptured into dessert spoons to make eating Oykos “even more tasty and indulgent,” the firm claimed.
“Whether the man in your life is tall, short, skinny or cuddly, we know you think he’s hunky, so why not have his tasty physique immortalised in a delicious dessert spoon?” it added.
Esme Rodger, Oykos brand manager, said: “Oykos is, in our opinion, the world’s tastiest yogurt. It stands to reason that it deserves the world’s tastiest spoon.
“We are confident that our core consumers will love this campaign, which is designed to raise awareness of the Oykos brand, drive penetration and build brand perceptions of taste and indulgence – all in a creative, eye catching way.”
The campaign was planned after Oykos research revealed British women prefer a ‘chubby hubby’ over a traditional Adonis body type.
The winning ‘hunks’ will have their bodies scanned and used as templates to create the spoons. These will be unveiled in July 2014 for consumers across the UK to win.
The winning ‘hunks’ will also receive an indulgent spa day to enjoy with their partner.
So far, two ‘hunks’ have been uploaded to the ‘tasting gallery’, the closing date for entries is midnight on May 30.