Lamb Weston
Twister fries campaign
- Connected TV
- OOH
- Social
- Retail
- Activation
Twisting warmth into
the freezer aisle
We’d already helped turn Twister Fries into a feel-good favourite across Europe, launching the brand into retail and driving a standout 2024 performance. Most brands would’ve played it safe from there, but we didn’t, because momentum is fragile and freezer aisles are unforgiving.
Twisting
into shoppers’ minds
Freezer aisles are cold, crowded, and relentlessly functional. Products blur. Decisions get rushed. Joy quietly disappears behind glass doors. Twister Fries needed to do the opposite.
The brief was clear and ambitious: Make the product impossible to miss, remove friction to physical availability and strengthen mental availability with light and non-category buyers.
In short, stop shoppers in their tracks, then keep Twister Fries spinning in their minds long after the doors shut.
Twisters
at every turn
We doubled down on what makes Twister Fries unmistakable: that bold spiral, that sense of fun, that instant hit of joy.
Using Lamb Weston’s joy-fuelled platform, we brought the product out of the pack and into the world. Spiralling. Bursting with flavour. Injecting energy into every touchpoint, in markets across Europe.
From TV to mobile, OOH to online, in-store to on-screen, the Twister Fries spiral showed up loud, confident, and consistent. Always recognisable. Always joyful.
Not a collection of assets. A connected, high-energy experience that felt as good as the product tastes.
The twist?
This campaign proved something simple but powerful: joy sells when it’s backed by strategy and executed without fear.
By pairing a clear strategic backbone with creative energy that refused to sit still, we helped Lamb Weston turn product joy into commercial intent.
Twister Fries didn’t just show up on the frozen shelf. They twisted, they spun and they made the freezer aisle feel warm, just for a while.
