When shopping for groceries, young Czechs never consider Kaufland because they perceive it as a supermarket for "old people". To them, shopping at Kaufland is as uncool as carrying around a shopping caddy. To change that perception, we partnered Kaufland with SINNERS, the best esports team in the country, and turned shopping caddy into TurboKaddy – a revolutionary MEMErch for gamers inspired by seniors. What followed was a hell of a viral ride.