Twisted Debate

THE INSIGHT:
For years, Aussies have passionately debated the superior Twisties flavour—Chicken or Cheese—but despite this deep-rooted rivalry, both classics were losing relevance. We needed to reignite love for the brand by reminding fans just how much their favourite flavour mattered. The best way to do that? Threaten to take it away.

THE SOLUTION:
Awakening a Monster to Settle Australia’s Age-Old Snack Rivalry – We staged a national crisis with Chickeese, a fictional, unholy hybrid of Chicken and Cheese. From TikTok meltdowns to mainstream media outrage, the fake flavour launch ignited a nationwide flavour war.

As tensions peaked, we issued a dramatic full-page apology ad canceling Chickeese, further fuelling the conversation. With fandom at an all-time high, we launched the final phase: a Twisties Election where Aussies could vote for the ultimate flavour. The campaign took over social feeds and the streets with viral TikTok remixes, vandalised OOH, and heated vox pops.

The results? Fans rushed to stock up, sales surged, and democracy delivered its verdict: Chicken took the crown, sparking yet another wave of debate.

WE SAW:
✅ 600+ earned media pieces across national TV, radio, and online
✅ 800M+ impressions, making it impossible to ignore
✅ +27pts lift in ad recall, proving the campaign’s impact
✅ +14% uplift in unit sales, driving real business results