Challenge

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

Insight

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.

Solution

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.

Results

• 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