Instead of using typical celebrities, the brand collaborated with Atomic Heart, one of Russia's top games. The iconic NPC Baba Zina became the first "gamefluencer", and the face of the campaign - from Twitch takeovers, to promo, trailers, banners and in-game integration. Results: 150K+ valid receipts; ready-to-eat sales up by 38%; 25M+ earned media coverage.