Last year, New Zealand’s yellow pages, known as Yellow, created a publicity stunt that got people talking. The company built a tree house restaurant only using businesses found in its listings.   

Now, Yellow has launched a reality TV-inspired campaign with a similar premise. The campaign, called “The Taste of Yellow Chocolate,” stars 27-year-old spokesman Josh Winger. Winger, a former photocopier salesman, will have six months to create, manufacture, advertise, and distribute a chocolate bar that “tastes like yellow.”

Josh has no related experience, but was selected for his “Kiwi ‘can-do’ attitude.”

On the campaign’s website, he asks for feedback. Should his chocolate have more conventional “yellow” influences like honey or vanilla? Or, should it taste like a sunset or a VW Beetle? 

The website also features blog posts, pictures, and video updates. Videos show Josh behind the scenes touring his new office, contemplating how to fix the toilet, and buying a computer. He also posts updates on Twitter, Facebook, and YouTube.

The campaign adds relevance to the phone book as a printed artifact. It also adds value to Yellow’s customers by listing every business Josh uses on the entertaining website.

“If your business isn’t in Yellow,” Josh says, “then people like me won’t be ringing you.” Clearly, the company is banking on its spokesman’s likability.

Like a TV show, the campaign draws people in with plot, character, and conflict. Will the public like his chocolate? Will he rise to the challenge? Will he complete the project in time? Stay tuned to find out.