To capitalise on the insight that baking is becoming a more social affair, and align with M&M’S mission to connect people over baking, Twisted launched a campaign to bring family and friends together by celebrating quintessentially British M&M’S bakes tied to key summer moments – such as the Queen’s Platinum Jubilee.

We took a multi-platform and multi-format approach, ascross Facebook and Instagram, to connect M&M’S with engaged foodies by sharing easy-to-follow recipe inspiration, including mini crown cookies and a rainbow celebration cake.

Our campaign approach was a recipe for success, driving a strong association between M&M’S Chocolate and summer baking moments - and even over-delivered on guarantees by a colossal 81.32%.