Making SunPat Peanut Butter matter to guys in their late teens and early twenties.

The Challenge: For the first time in their brand’s history Sun-Pat wanted to engage young men aged from 18-25, a radical departure from their previous ‘ASDA Mum’ audience.

The Idea: We rose to the challenge to make it happen… with another challenge. Working with some of YouTube's biggest names (Nile Wilson, Andrew Henderson, and Charlie Morley). We put the call out to their collective audiences to submit challenge ideas, and after a week of working closely with them to select a winner The "Thirsty Crab Challenge" was born.