The iconic Aussie brand that twisted the nation
While Aussies were drowning in political drama and economic gloom, Twisties, the 75 year old snack known for turning seriousness upside down, faced its own challenge. Our classic Chicken and Cheese flavours needed a boost.
We decided to remind Aussies what they loved about Twisties by hijacking the doom and gloom with a dash of absurdity. Our strategy? Create a mock crisis, spark a nationwide conversation, and let democracy save the day, all in our signature cheeky style.
We unleashed a three-act flavour drama: First, we leaked "Chickeese", an unholy mash-up that sent social media into meltdown. As the nation grappled with this snack sacrilege, we pivoted to a Chicken vs. Cheese showdown. Finally, we 'retracted' our monstrosity with a Frankenstein inspired full-page apology.
With flavour chatter at fever pitch we launched a snap election to crown "Australia's Official Twistie”, recruiting Gen Z darlings Robert Irwin (Team Chicken) and G Flip (Team Cheese) as our flavour frontrunners. The result? A tornado of user-generated content, memes, and debates that would make parliament blush.
As our film spots went to air, Australia was blanketed in OOH politco-style posters, imploring the public to vote. To up the anti, we updated the OOH halfway through the 4 week campaign, with newly graffitied posters from the opposing team, with eyepopping assets across paste ups, street furniture, billboards and an iconic Sydney tram wrap.
It got twisted
3 film spots. 12 influencer social activations. 2 experiential activations. Hundreds of OOH blanketing cities. Over 22k+ comments, shares, engagements with 25k votes leading to a Australia’s Official Twistie. While Chicken emerged as the people's champion, the real winner was Twisties. Sales twisted skyward. +40% uplift on Cheese, +70% on Chicken. Brand awareness soared smashing KANTAR benchmarks. Suddenly Twisties was back on the tip of everyone's tongue in a deliciously twisted way.
