EVERYBODY LOVES CRABS!
In a world full of conflicts, there is one thing that unites us all. EVERYBODY LOVES CRABS!
This is what we found out while surveying people from Russia and Eastern Europe.
The brand struggled to reach the young audience. So we wrote the song "Love" and created a crazy
animated film about famous antipodes. Love for crabs is the solution to all conflicts.
The video has been created and voiced in collaboration with a popular video blogger. The clip became
guerilla — it was self-promotion with no investment to media. During one week, the video went viral and
received over 8 million views.
Sales of Vici crab sticks added 19% — not bad for a category leader with a market share of over 40%!