Comeback of the century: Turkey Twizzler


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

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