Doritos was already exploring a bigger role beyond snacking: becoming an ingredient in meals. The campaign platform was in place but it needed a digital activation that could make the idea travel through Meta’s ecosystem in a way that felt engaging, useful and true to the brand. By engineering the strategy and idea for the "Better with Doritos" campaign on Meta platforms, we architected a high-impact, integrated ecosystem that walked away with industry awards.

The strategic opportunity was clear: People were already experimenting with Doritos as an ingredient with viral recipes appearing across social platforms.

Our job was to turn that behaviour into a structured digital activation. We built a system that made Doritos feel like a source of inspiration for real-food moments: snacks, party food, fast-food classics, and familiar recipes with a Doritos twist. The focus was simple: make the culinary idea easier to watch, easier to try and easier to share.

From the initial strategic positioning to the fast-paced Instagram campaign production, we led the entire creative lifecycle. This included the digital ideas, creator formats, production approach, creative style, imagery and the overall look and feel of the campaign assets.

Five chefs “Doritosified” familiar recipes, from chicken wings to onion rings. Influencers then extended the idea with their own versions, helping the platform move beyond a single campaign asset and into a broader food-content world.

The work used Reels, branded content, polling mechanics and AR to make the experience feel connected rather than fragmented. The selected concepts combined recipe inspiration with interaction, giving people more than something to watch. It gave them something to try.

Addition to Reels videos we also built the Ultimate Recipe Pack: an AR experience that turned the physical Doritos pack into a digital recipe gateway.
People could scan the pack, choose a food direction and receive a recipe idea. The mechanic connected the product in someone’s hand with instant culinary inspiration on Instagram, making the pack itself part of the experience rather than just the thing being advertised.

The campaign reached 32 million unique users. The AR effect alone reached 13 million unique users. The five chef videos reached 24 million people and generated 30 million views. The campaign also delivered strong brand impact: +8.7 points in ad recall, achieving 36% above the EMEA benchmark and 77% above the CPG benchmark. Attribute rating increased by +3.6 points, performing 300% above the EMEA benchmark and 414% above CPG benchmarks.

Beyond the numbers, the work became a Meta showcase case: selected as Best From Turkey 2024, presented in Meta events and recognised with multiple SMARTIES and MIXX awards.