From wannabe crab to premium fish


Quick question: what’s the first thing that pops into your mind when you think of surimi? Let’s guess: ‘wannabe crab’? Right? You’re probably not alone. But what if we tell you it’s not? Surimi is essentially made of white fish, not crab. Its pleasant flavor and soft texture makes surimi perfect for eating on its own, with a touch of lemon juice, or as an ingredient in the most delicious salad. And above all, it’s packed with proteins. So let’s get your ass to the gym and turn these proteins into a real summer body!

DPG Media, AB & Vichiunai wanted to lose this stigma of ‘wannabe’ crab, and teamed up with Het Peloton to create an infomercial. Of course we gladly said yes!

PS: We still eat surimi for lunch every day, so thank you Vichiunai!




DPG Media & AB

Our ride

Written, directed and edited by our Peloton team,
in collaboration with these partners:
Camera  Bert Degraeve
Sound  Jeroen Dejonghe
Cast  Amylia De Schepper van Cookameal

Let’s make great content together.
Take a ride with us!