The Turkey Twizzler was condemned by health school meals champion Jamie Oliver in 2005. Over a decade later, Bernard Matthews were returning to super market shelves with a healthier Twizzler.
- Deliver the improved nutritional story
- Create organic media (consumer, trade, broadcast) and influencer hype
- Drive RoS across retail grocery
The Turkey Twizzler is the ultimate 90's nostalgia icon, there is still a swell of extreme brand champions. However, it's unhealthy reputation needs to be confronted.
The Comeback of the Century campaign looked to position the Turkey Twizzler as fighting fit with a new, healthier recipe at the same time as capitalising on the nostalgic cult hype.
With a very limited budget of £50,000, the basics were essential; An iconic media image, exclusive creator activations, a tongue and cheek launch video and an aggressive media outreach program.
Our strategy was to identify the most relevant super fans of the Twizzler like @Ladbaby and make them the first to have the new Turkey Twizzler for dinner, all unpaid and organic.
We ran three media hits - pre, launch and sell-out, each acheived national coverage and extended the earned campaign across 7 days.
Nexus amplified the natural news of the relaunch by dramatising the Twizzler's return using a hero giant golden Twizzler statue, creator time capsules and the fight back anchor film.
The key message around healh was delivered through media briefings and a clear set of FAQs and comparisons.
- 5 million organic creator reach
- Trending on Twitter week of campaign
- 100% UK national news titles
- Taste test on Loose Women
- 701 radio hits
- 150k organic video views
- Jamie Oliver confronted on the One Show
Turkey Twizzler: Comeback of the Century
After being killed by Jamie Oliver, Bernard Matthews wanted to relaunch a healthier, Twizzler. Nexus developed the Comeback campaign to balance cult hype with a serious undertone of better nutrition. It drove 5m organic hits, trended on twitter and over 1k media articles