Brief: to 'add character' to HFW's consumption marketing. Objectives: to differentiate HFW from competitors who were mimicking the look, feel and style of all HFW's online marketing; position HFW as market leader. Target: medium-high level wine consumers. Approach: "Twisty" was developed to create a distinctive character that would be immediately recognisable as HFW. Performance: outstanding unprompted brand recall within target market. Testimonial: Trish Pearson, HFW's Marketing Director: Our consumption business has never seen such success from a single campaign. The Twisty character is something we will carry through our communication to maintain HFW's consumption personality.