Blending cultural storytelling and social-first content for Europe’s largest food community.

BRIEF:
As the home of food storytelling, Twisted set out to bring Diwali to life through food that feels real, warm and rooted in culture. Building on our Diwali campaign with Sainsbury’s, we continued the celebration through Twisted Cookbook Club, partnering with chef and author Romy Gill MBE to show how one recipe can connect people through heritage, family and flavour.

APPROACH:
We produced a social-first film that captured the emotion and energy of Diwali through vibrant food visuals and heartfelt storytelling. Filmed in our in-house test kitchen and distributed across TikTok and Instagram, the piece combined premium production with cultural relevance to reach millions of food lovers across Europe’s largest social food community. The campaign proved how food-led storytelling can turn cultural moments into powerful brand opportunities, driving engagement, awareness and connection that lasts beyond the feed.