Everyone knows what a crab stick is. Or do they, really? Our new client VIČI asked us to strategise and find a way to educate people about surimi: where it comes from, what is it for and how beneficial it is for our diet. Believe us, it has nothing to do with crabs, or mixing the worst parts of the fish. So, we decided to start from scratch and composed a social media campaign around an ABC of surimi. There is everything you need to know, and more. So start cramming!