Twisted Healthy Treats has mouths gushing in really, really twisted brand campaign via TRP
Twisted Healthy Treats has launched its first major brand campaign with creative and media agency TRP since appointing the agency earlier this year. The campaign uses bold, deadpan humour to show an irresistible pull toward Twisted Healthy Treats.
Australians increasingly want smarter treats, but many still assume better-for-you can’t possibly taste better than the regular stuff. Twisted Healthy Treats flips that: the range is better-for-you and better tasting. The new brand platform dramatises that truth with absurd humour, showing that mouths will go to hilarious lengths to get Twisted.
Set in a supermarket, the hero film, directed by award-winning comedy director Matt Kamen, turns desire into a single, escalating sight gag: shoppers and staff are caught mid-aisle, slack-jawed and transfixed by the freezer, mouths uncontrollably gushing with saliva. The only dry chin in the store belongs to a shopper already at the freezer, calmly eating a Twisted Healthy Treat.
The campaign rolls out nationally from October with five 15-second films across Netflix, online video and social platforms, supported by bold OOH executions that increase spend dynamically as temperatures rise to harvest demand when cravings spike.
Says Cass Spies, CEO of Twisted Healthy Treats: “Twisted exists to make better for you the new normal. This campaign is our boldest yet — designed to grab attention, drive trial and fuel the next phase of our growth. We know that when people taste Twisted, they get it — and this creative brings that truth to life in a way that can’t be ignored. With TRP on board, we’ve been able to push boundaries and bring a campaign to life that really shakes up the freezer aisle.”
Says Graeme Spies, Principal Director of Twisted Healthy Treats: “To sustain our rapid growth, we’ve rigorously graded and upgraded every part of our business—team, manufacturing, finance, and supply chain. Now, we mark our readiness for the future, hugely levelling up are marketing capability by partnering with industry leaders like TRP.”
Says Kyle Ross, Head of Strategy at TRP: “This platform is about becoming very memorable, by being very something. Humour is a cheat code for attention, emotion and memory, all vital ingredients that move market share. But it isn’t simply a hero film with a few cutdowns. This is a campaign system built around how people consume media in the feed, the stream, the street, and the store. We designed the campaign as modular parts with film, stills and cinemagraphs that snap together into hundreds of different assets. Fluent devices make every piece unmistakably branded and give us the freedom to test what lands and scale fast.”
Ranked #19 among Australian agencies in Campaign Brief’s The Work 2025, TRP is an independent media and creative agency built to scale brands fast by combining brand thinking, performance precision, and a healthy disregard for category convention.
Client: Twisted Healthy Treats
Cass Spies: CEO
Graeme Spies: Principal Director
Michelle Willcox: Sales Admin
Kaylin van Biljon: Social Media Marketing Assistant
Creative and Media Agency: TRP
Ian Ross: Managing Director
Kyle Ross: Head of Strategy
Tom Markovich: Head of Creative
Steve Jemison: Head of Digital
Princess Tariq: Digital Campaign Manager
Margaret Hooper: Producer
Production Company: Inundated Pictures
Matt Kamen: Director
John Hallford: Producer/Editor
Damien Bredberg: Stills / DOP
Marcel de Quadros: Producer
Edward Bellamy: 1st AC
Bruce Dawson: Gaffer
Thanh (Sangar) Phan: Best Boy
Cameron Mitchell: Audio
Rennie Watson: Art Director
Kim Ritchie: Stand-by Props
Tom Tuohey: SFX
Eve Nixon: Art Assist
Caspar Conrick: Art Assist
Amanda Lissant-Clayton: Make-up Artist
Ziggy Zigouras: Online/VFX