Jungle Creations

London

Target Audience

Twisted’s audience is made up of socially engaged food and hospitality audiences who increasingly use platforms like TikTok, Instagram, YouTube and Pinterest as discovery engines for recipes, dining inspiration, creators, trends and purchase decisions.

Using insight from JungleIQ, Jungle Creations’ proprietary social insights platform, alongside first party audience and platform data, the team continuously tracks changing audience behaviours, content trends and platform consumption habits to understand how different demographics engage with food content across social.

This insight led approach enables Twisted to create platform native content tailored to specific audience behaviours, from short form recipe and entertainment content on TikTok and Instagram Reels to search led inspiration and seasonal planning content on Pinterest and YouTube.

Audience growth has been driven through a combination of creator collaborations, trend responsive creative, social first storytelling and seasonal content strategies aligned to key cultural, retail and hospitality moments throughout the year.

Alongside maintaining engagement with its existing audience, Twisted has consistently evolved its content strategy to attract new and younger audiences across emerging platforms and changing consumption behaviours, while balancing entertainment, discoverability and commercial relevance.

Client Challenge

Operating a food first social brand at scale means constantly evolving content strategies, platform approaches and audience development tactics in response to changing social behaviours and increasingly competitive attention spaces.

For Twisted, the challenge has been not only maintaining audience growth and engagement across TikTok, Instagram, Facebook, YouTube and Pinterest, but continuously attracting new audiences through content that feels culturally relevant, platform native and commercially valuable.

Agency Solution

To address these challenges, Jungle Creations developed a social first publishing and content strategy built around platform behaviours, audience insight and continuous creative optimisation across TikTok, Instagram, Facebook, YouTube and Pinterest.

Using data from JungleIQ, Jungle Creations’ proprietary social insights platform, alongside first party audience and platform data, the team continuously monitors audience behaviours, engagement patterns, search trends and emerging content formats to inform both Twisted’s own content strategy and wider client work across the food and hospitality sectors.

The agency combines social strategy, creative production, creator partnerships and platform specific storytelling to produce content designed natively for each platform and audience behaviour. This includes short form entertainment led recipe content, creator collaborations, seasonal campaigns, trend responsive formats and search led content strategies tailored to how audiences discover and consume food content online.

Alongside audience growth and engagement, Jungle Creations has also focused on translating social attention into commercial impact through hospitality partnerships, retail integrations, product launches, experiential activations and branded collaborations.

Insights generated through operating Twisted at scale continue to inform Jungle Creations’ wider strategic, creative and audience development work with brands looking to better connect with modern food, retail and hospitality audiences through social first content.

Building the UK’s No.1 food and drink brand on social

Twisted, created and operated by Jungle Creations, is the UK’s leading social-first food and drink media brand, reaching more than 40 million followers across TikTok, Instagram, Facebook, YouTube and Pinterest.