Twisties x Donut King

The creation of a twistified partnership.

Iconic chip brand Twisties was teaming up with iconic donut empire, Donut King, in a one-of-a-kind collab. Mango was tasked to deliver a media relations strategy to amplify and showcase Twisties as totally unexpected and delivering fun like never before. Both brand and product awareness were key – we needed to drive conversation around the new flavour, create brand visibility and strengthen its relevance with Gen Z.

Mango identified the brand’s ability to drive SEO – making Twisties a lucrative brand for media due to its cult following. Mango also identified the opportunity for Twisties to take ownership of the ‘polarising’ chip space.

To continue brand momentum, Twisties wanted to launch a new ‘twistified’ chip that would resonate and drive trial with Gen Z. Ensuring the launch spoke directly to this audience, Twisties reviewed potential partners based on uniqueness and Gen Z appeal.

Due to the new flavour unexpectedly appearing early across social media, we needed to accelerate the flavour announcement to take control of the story leaking across media.

The earned media results were incredible, with ongoing requests from top-tier media who were desperate to try the product. We drove broadcast talkability and debate by tapping into culture – meaning the brand showed up in unexpected ways and gained huge share of voice, engaging an estimated audience of 386 million.