Twisties: Chicken vs Cheese

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Twisties has always been a part of Australian life. Lunchboxes. Servo stops. After-school snacks. And for decades, one thing made Twisties iconic—you were either Chicken… or Cheese.

It wasn’t just a flavour choice—it was an identity. But the debate had died and people had forgotten which flavour they were on the inside.

And for the first time, Twisties didn’t know who it was anymore. They'd been resigned to the annals of nostalgia, a once iconic brand.

Twisties were having an identity crisis.

So we did what any sensible marketing team would do…we delegated the problem to the entire country. And gave Australia an identity crisis of their own.

We took both flavours and made them a monster: Chickeese.
The Franken-snack forced people to choose a side again, generating hundreds of articles and social media uproar in the process.

With chicken-and-cheese fans fired up, we launched phase 2: a snack election to settle the debate once and for all, starring Robert Irwin & G Flip. From parliament on TikTok to vandalised OOH, vox pops, podcast debates, democracy Twistie' sangas and a politico-style Channel 7 takeover - the campaign flooded social feeds and the streets.

Tens of thousands voted, crowning underdog Chicken as the winner, sparking conspiracy another wave of debate. The result? Sales soared as fans rushed to make their voices heard, marking the brand's largest and most successful campaign ever.

By giving the nation an identity crisis we made people see you really are what you eat. You’re either Chicken or Cheese.

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