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Spicy Ramen Twisties
Project type
Social Media Campaign
Limited-time flavours always create excitement, but for an iconic brand like Twisties, the challenge was making a real impact in a crowded snack market. With spice trending on FoodTok, we saw an opportunity to not just launch a new flavour but to tap into an existing conversation and drive cultural relevance.
WHAT HAPPENED:
We took a classic Aussie snack and gave it an unexpected, fiery twist. But instead of a standard launch, we made it part of the spicy food movement dominating TikTok by partnering with foodie influencers already at the centre of FoodTok’s spice obsession.
The campaign played out across Meta and TikTok. A mix of earned media, influencer content, and community management kept the conversation burning, driving sustained excitement.
RESULTS:
✅ #1 biggest Twisties LTO of all time, proving the power of cultural relevance
✅ High engagement across all assets, with influencers driving organic conversation
✅ Strong reach and view-through rates, ensuring maximum exposure and momentum
