David Sunflower Seeds were having a problem expanding past their core audience. Baseball players and fans knew that in-shell sunflower seeds are not only a healthy, natural snack but also one that's just plain fun to eat. The problem was that their growth target, Chip Snackers, was unaware of just how to consume the little delicacies. So we developed a simple video tutorial that helped everyone learn how to Celebrate Snacktivity! Then, we created the fun, instructional brand story that knocks down the product's barrier to trial and celebrates the infinite ways to eat, spit, and be happy!