To boost interest in Skippy’s protein-infused peanut butter, this campaign taps into the fun and nostalgia of video games. Aimed at kids, health-conscious parents, and anyone who grew up spamming the B button: I introduce to you “Skippy Snack Fighter,” a fictitious food-themed fighting game where classic peanut butter combos become fighting game style characters. Teaming up to defeat the forces of hunger.  The hero of this expansion pack, being a fusion of protein and peanut butter built to fight hunger and build strength. The campaign lives on social media, where fans can suggest new characters and concepts, vote on matchups, and build their own Skippy rosters. It’s a fun, interactive way to make healthy snacking feel fun.