Carefully selected sunflower seeds by the best selectors.

How do you take ownership of a moment and a competition you're not a part of? By aligning your actions with the competition's media focal point. At Burns, we identified the moment of maximum anticipation before a World Cup: the press conference where each country's squad is announced. So, with Grefusa's partnership, we presented our roster of sunflower seeds called up for the Qatar World Cup, competing with the selections of other teams and seizing a moment in the conversation. The campaign kicked off with a press conference mimicking those in the football world. It was launched in a fake live broadcast on Twitter, with some rumors leaked on social media beforehand. Former football selectors Del Bosque and Camacho, who are now sunflower seed selectors, publicly announced the roster of sunflower seeds called up to accompany Qatar's matches: Grefusa's Piponazo sunflower seeds. For dissemination, we developed a strategy that combined actions with influencers and football opinion leaders such as Julio Maldonado 'Maldini' and DJ Mario, media amplification, and advertising on major radio programs, YouTube, and Gol TV, among others. #SeleccionadoresGrefusa also included public relations actions and organic media outreach.