IT was the ultimate revenge for Adelaide Crows chairman Rob Chapman to slop a plate of cream in the face of the Sunday Mail's Chief Football Writer, Michelangelo Rucci, all in the name of charity. 
"I got a degree of satisfaction, with the greatest respect to Rucci," Chapman said just after the moment of truth. "A lot of Crows supporters over the years have suggested I do certain things to him and I think putting a cream pie in his face was as gentle as I could have been." To be fair, Rucci also didn't pass up the chance to do the same. And the reason for the pie in the face? The Childhood Cancer Association has launched the Ultimate Pie Challenge to raise $1 million by   November 30 to help the families of children with cancer.
The organisation is asking people to slop a cream pie - or paper plate filled with whipped cream - into the face of their friends. They want people to video and upload it on social media and then nominate three friends to do the same.
"It's a great cause - that's why we do it," Mr Chapman said. "It's the battle I wish we could all win because cancer can affect all of us at some stage or another." Childhood Cancer Association business director and former Crows star Rod Jameson urged everyone to get on board the cause.
"We want to get the challenge into schools and the community so a lot of people can have a lot of fun," he said.For more information about the Ultimate Pie Challenge, which has so far raised $63,000, visitultimatepiechallenge.org.au