Twisties X Donut King

Iconic chip brand Twisties was teaming up with iconic donut empire Donut King in a one-of-a-kind collab. Mango was tasked with delivering a media relations strategy to amplify and showcase Twisties as totally unexpected and delivering fun like never before. Both brand and product awareness were essential — 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 unexpected early appearance of the new flavour across social media, we had to accelerate the flavour announcement to take control of the story leaking across the media. This unexpected twist added a layer of surprise to our strategy. The earned media results were nothing short of incredible. We received ongoing requests from top-tier media who were eager to try the product. This overwhelming interest showcased the brand's popularity and potential.