Chicken vs Cheese vs The People // PepsiCo

Life's pretty straight without democratic farce.

Gruen ripped this a new one but the people loved it. Basic gist: we Frankensteined the two flavours to create Chickeese. Leaked it on Reddit and convinced PepsiCo C-Suite to put out a trade press release calling it the 'future of flavour'.

Let that run. This forced people to choose a side again, generating hundreds of articles and TV press + short lived social chatter.

Then boom, we dropped a snap-snack election to settle the issue starring Robert Irwin & G Flip. Rather than run it like a traditional ad campaign where everything is buttoned down in advance, we took a daily war room approach: rage bait accounts stoking the comments on TikTok, vandalising our own OOH, vox pops, engineered podcast feuds, live voting booths with democracy Twistie' sangas. We even threw in a paid Channel 7 election day takeover to make it all feel more political.

We clipped it all up as content; creating two divisive versions of everything and pumped it all into short-form.

702 million earned media impressions (67% above target)
132 million campaign impressions
+21.8 point lift in ad recall (6.7x category norm)
+19.2% sales uplift YOY