Many brands would have dismissed Terri & Sandy’s big idea as, well ... nuts.

But snack maker Orchard Valley Harvest embraced the agency’s out-there strategy of using the viral internet challenge #NoNutNovember to market the company’s Cran Nut Mix. For the uninitiated, those who succeed in the challenge must, in “Seinfeld” lexicon, master their own domain for the month of November.

The idea was to attract attention among male Gen Zers and millennials who tend to view nuts as a stodgy snack in a world where Flamin’ Hot Tostitos and Cheez Doodles reign. Not only would it bring the brand into popular culture, but the timing was perfect for the peak holiday snacking season.

Launched on Nov. 1, the double entendre–laden campaign kicked off on a Reddit subreddit urging people to join what Terri & Sandy called a “nut positive crusade” and defy the movement with “a satisfying nut.” It also posted the content where Mr. Peanut would never dare to go: gay dating app Grindr.

The risqué risk paid off, receiving more than 5 million views on YouTube alone. Brand engagement skyrocketed by more than 3,500%. Some 200,000 viewers flooded the Orchard Valley Harvest website directly after watching the ad and e-commerce sales jumped 45%.

Given the effort’s $80,000 media budget, those results are practically orgasmic.