Sales of Twiglets were flagging against competition from newer snack foods. Our task was to reinvigorate the brand. The idea here was to align the Marmitey stick with the perfect snacking moment - watching movies. I found suitably 'sticky' film scenes to make the connection. I saw it as great vehicle for sales promotion, say with Netflix, and social media could get people uploading their own versions of favourite scenes featuring Twiglets. The campaign was universally liked, however what with tricky media tie-ins and usage rights, it was put in the 'too hard' basket.