I & J Fish Fingers are a family staple in South Africa. I & J challenged us to add value to every pack without changing the product offering. Our solution was to use our existing connections with (Takalani) Sesame Street via another client and negotiate for the rights to reinterpret a series of their key educational games and package them inside I & J Fish Fingers. We adapted the games for the South African market and rotated them on a regular basis to make them more collectable. The result was a steady increase in sales for I & J and lots of contented parents.