The Challenge-Challenge

Client: Sun-Pat Peanut Butter

Sun-Pat wanted to engage the “Everyday Athlete” (young men aged from 18-25)… a radical departure from their past audience of ASDA mum’s.

Sun-Pat rose to the challenge to make it happen with The Challenge Challenge. Working with some of YouTube's biggest names (Nile Wilson, Andrew Henderson, and Charlie Morley) Sun-Pat inspired fans up and down the country to come up with the next sensation to sweep the internet. Each influencer put the call out to their audiences to submit their challenge ideas and after a week of working closely with them to select a winner… The "Thirsty Crab Challenge" was born.