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A wave of 30,000 jaffas headed down Baldwin St during the seventh annual Cadbury Chocolate Carnival race at 12.30pm.
Spectators, many of them children sitting on their parents' shoulders, crammed into driveways and leaned on barriers on the Northeast Valley St.
The record number of jaffas made for a slightly longer than normal race, with jaffa number 26569 first after about 12 seconds hurtling down the street and leaving its three owners better off to the tune of a $1000 travel voucher, courtesy of Vincent George House of Travel.
Dunedin City Council events team leader Marilyn Anderson said there were "many thousands" at the event.
A resident of Sydney claimed one of the top prizes with a ticket bought by a relative, she said.
The Malcam Charitable Trust and the Parents Centres NZ Inc were this year's chosen charities and will receive an as yet unknown amount of money.
The jaffas were sold for $2 each by three different groups, meaning each winning jaffa had three prizes with it.
Mrs Anderson said the "annual Dunedin traffic jam" caused by the event along North Rd took about 45 minutes to clear.