Kingsmill have just launched www.kingsmillconfessions.com where you have 150 characters to tell us your naughty little secret. Having a quick glance it seems to be branded up big time and although it is UGC, they are creating a twitter version of it. Short and sweet and the best gets a £250 red letter day voucher.
The fridge is a nice touch.
I don't know about you but I really want a sandwich now.