Dubai Tourism have partnered with Jungle Creations’ flagship food and drink brand, Twisted, as appointed by Starcom, for its annual UK activation, in an international, multi-platform campaign that transcends Twisted’s traditional content formats.
Twisted’s most ambitious campaign to date, the activation is multi-faceted and incorporates the brand’s delivery-only restaurant Twisted London, which has launched Twisted Dubai – a pop-up virtual restaurant with a bespoke Emirati inspired menu. Available for Londoners to order via the Uber Eats app until 1st December, anyone who orders from the Twisted Dubai menu will receive a golden ticket with instructions on how to enter a competition to win a trip of a lifetime to Dubai for two, including flights, accommodation, a tour of Dubai, a desert safari, a helicopter tour and more.
The Twisted Dubai activation forms part of Twisted’s wider campaign with Dubai Tourism which aims to encourage UK millennials to visit Dubai by highlighting the diversity of the city’s food culture and affordable attractions through video and written content distributed on Twisted and Twisted London’s social media channels.
It follows Twisted London’s pop-up virtual restaurant in Dubai which launched last month and offered Dubaians the chance to order the restaurant’s most popular dishes for one week only. This formed the premise for Twisted’s ‘Special Delivery’ hero video, which depicts Twisted London’s food being delivered directly to customers in uniquely Dubaian style – from sports cars to jet skis.
In the lead up to the launch of Twisted Dubai, Twisted has published several recipe videos featuring Emirati recipes with a unique twist, including Pistachio Luqaimat Doughnuts and Falafel Scotch Eggs, alongside articles covering Dubai’s unique and affordable food attractions and videos showcasing Dubai’s best experiences.
A special episode of Twisted’s Hangin’ With series has been released, filmed at Dubai’s spectacular Cove Beach Club and featuring television presenter Maya Jama who tried out Twisted’s take on her favourite hangover food – a posh chicken shish kebab.
Through the remainder of November and into December, Twisted will publish a series of ‘Cooking With’ videos, featuring Twisted’s chefs cooking in iconic locations around Dubai, from the desert to the Dubai Marina, with one episode featuring a special guest Emirati chef.
Molly Tappin, Head of Branded Creative for The Wild at Jungle Creations, said: ‘Since its inception, Twisted has been making groundbreaking moves in the social media food space. So when Dubai Tourism asked us to create a campaign to drive millennial Brits to the city, we leapt at the opportunity; taking our virtual restaurant, Twisted London, to Dubai and bringing a taste of Emirati cuisine to the UK. Beyond this, we developed a fully rounded campaign to show the city in a new light, by tailoring our existing original content formats as well as developing new ones. From filming at the top of Pier 7 to the middle of the desert, this project has been a blast.’