Twisted Healthy Treats had an ambitious goal to become Australia’s favourite ‘better-for-you’ frozen dessert. Problem was, people assumed better-for-you came with a trade-off on taste. The solution? Don’t prove it’s better-for-you; prove it’s better-tasting.

We started by developing a suite of distinctive brand assets – memory shortcuts that have been shown to boost business effects from advertising. Characters, repeatable jokes, colours, taglines, musical stings and logos. And yes, we showed mouths literally gushing with saliva, all itching to get to a tub of Twisted.

Humour, the most powerful creative enhancer of ad receptivity, was deployed to capture attention and encode new brand linked memories. Research shows that humour mediates attention and improves memory.

The campaign rolled out nationally with five 15-second films across Netflix, online video and social platforms, supported by bold OOH executions that increased spend dynamically as temperatures rose to harvest demand when cravings spiked.

Twisted Healthy Treats’ new platform was selected by Ads of the World as a Highlighted Campaign; a curated showcase of standout creative from around the globe chosen by the AOTW editorial team.

Says Kyle Ross, Head of Strategy at TRP: “This platform is about becoming very memorable, by being very something. Humour is a cheat code for attention, emotion and memory, all vital ingredients that move market share. But it isn’t simply a hero film with a few cutdowns. This is a campaign system built around how people consume media in the feed, the stream, the street, and the store. We designed the campaign as modular parts with film, stills and cinemagraphs that snap together into hundreds of different assets. Distinctive brand assets make every piece unmistakably branded and give us the freedom to test what lands and scale fast.”

Says Cass Spies, CEO of Twisted Healthy Treats: “With TRP on board, we’ve been able to push boundaries and bring a campaign to life that really shakes up the freezer aisle. It has been a joy to work with such a professional team – from beginning to end – delivering what you said you would, when you said you would.”