For those who haven't seen it on YouTube or received it virally... a seagull in Scotland has developed the habit of stealing a bag a chips from a neighborhood convenience store. The seagull waits until the shopkeeper isn't looking, and then walks into the store and grabs a bag of Doritos® - Nacho Cheese. Once outside, the bag gets ripped open and shared by other birds. My team at PepsiCo Brazil immediately saw an opportunity to use this fun incident for a viral campaign and commissioned Edelman to spread the word. I was thrilled to see how much buzz it generated on blogs and websites throughout the country.