When it comes to snacking, you usually have two choices: A snack that tastes good or one that’s good for you. PopCorners wanted to let people know they had a better option (both). So, for Super Bowl LVII we called up an iconic duo from the highest-rated show of all time, Breaking Bad. Instead of making meth, we gave Walter White and Jesse Pinkman a better choice… making PopCorners.

To be as authentic to the fandom as possible, we worked with the show’s creator, Vince Gilligan, to direct our campaign using camera angles, dialogue, and original wardrobe and set pieces from actual Breaking Bad episodes. And on social we created a campaign full of deep-cut references and storyline swaps that fans thought were “Tight, tight, tight!”