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.