HEINEKEN UK’s apple cider Inch’s, and food and drink social media publication Twisted by Jungle Creations have today launched Local Gems, a tasty new campaign seeing leading UK foodie creators Big Has, Alfie Cooks & Hey Renu and chefs from the Twisted Kitchen rustle up scrumptious fusion- dishes, using local ingredients from across the UK. All recipes featuring Inch’s cider as the star ingredient. At the heart of the partnership Twisted, Inch’s and creators all champion sustainability, local businesses and the key message, local tastes better.
Twisted chefs will be challenged to create a meal using locally sourced ingredients, hand-picked within a 40-mile radius, shining a light on the fact that Inch’s sources its 100% British apples, from within 40 miles of its Hereford mill. Inch’s cider will be used as the key ingredient to elevate the flavour of the dish, as well as being the perfect tipple to enjoy alongside it.
To transport the world of the Inch’s social feed to the physical plate, the final apple cider-infused dishes will be made available to enjoy in local Twisted restaurants, including locations like The GPO Food market in Liverpool (largest food market in Liverpool) and local pubs like The Royal Standard in Deptford, as well as ordering to your home via UberEats, Deliveroo and Just Eat.
Some of the recipes from Twisted creators will include Braised Pulled Pork Banh Mi Burger, Steamed Mussels with Chorizo and Mojo Verde, Battered Fish Tacos, Sorbet, and Caramel Churros – all, of course, containing Inch’s apple cider as the key ingredient.
To add even more buzz to the Local Gems adventure, all creator videos will be filmed independently, with each episode uncovering a new location the creator feels personally connected to. Ahead of filming, they will receive a special package with Inch’s apple cider and the coordinates to a secret location, where they get to explore and cook with regional ingredients, before unveiling the finished meal on their social pages and at the participating restaurants.
Twisted is part of Jungle Creations’ portfolio of social-born media brands, also including Craft Factory and Four Nine, that create and publish original content to over 147 million followers.
Twisted has always brought a fresh approach to cooking by encouraging its 40 million fans to experiment with food and get creative in the kitchen with seriously tasty, unserious food.
Molly Tappin, associate creative director of Jungle Creations, said of the experience: “We’re always looking to push creators in exciting new directions and to blend the online world with the offline. Our new Inch’s campaign is one of our most ambitious projects to date, one that has a huge reach whilst simultaneously keeping food sustainability at its heart. We can’t wait for the recipes to be offered to customers. There will be something for everyone to enjoy!”
Rachel Holms, brand director cider at HEINEKEN UK, added: “We’re thrilled to be partnering with Twisted by Jungle to celebrate the importance of sourcing local ingredients (like the apples we use to make Inch’s) and, of course, the delicious taste of our Inch’s apple cider! A refreshing cider and a beautiful plate of food can really connect people to one another. We can’t wait for the Local Gems campaign to help people do just that, with incredible recipes using the super-star ingredient of Inch’s apple cider.”
