Chicken vs Cheese

Awakening a monster to settle Australia’s age-old snack rivalry.

Despite being one of Australia's most iconic snack brands, 75-year-old Twisties faced declining popularity for its classic Chicken and Cheese flavours. To reignite the passion, we tapped into the universal truth: you don’t know what you’ve got ‘til it’s gone… or in this case, until you think it’s gone.

We started by staging a crisis with Chickeese—an unholy, entirely fictional hybrid of the two flavours. From TikTok to the Today Show, the announcement sparked a national flavour war, with die-hard fans fiercely opposing the idea of combining chicken and cheese. As passions reached a boiling point, we dramatically "cancelled" Chickeese with a full-page apology ad.

With the chicken-and-cheese fans fired up, we launched the final phase: a snack election to settle the debate once and for all. From viral TikTok remixes to vandalised OOH and vox pops, the campaign flooded social feeds and the streets. Thousands voted, crowning underdog Chicken as the winner, sparking another wave of debate. The result? Sales soared as fans rushed to make their voices heard. Democracy, you’ve done it again!