Brand: Doritos Türkiye

Agency: TikTok Creative Consultancy

Media: TikTok

Creative Director: Berkin Dalgic

Background: PepsiCo EMEA set out to expand Doritos from a snack into the meal territory. While the brand had previously experimented with recipe content, it failed to gain global traction. In Türkiye, food culture is deeply rooted in tradition, family values, and generational approval, where cooking is only truly validated when it passes the judgment of elders. This cultural tension between modern experimentation and traditional expectations became the key challenge and opportunity.

Idea: To bridge this gap, we created "The Ultimate Judge" a campaign that reimagined beloved traditional Turkish dishes with a bold Doritos twist, then put them to the ultimate test: mothers and grandmothers. By focusing on authentic, unscripted reactions rather than polished recipe content, the campaign tapped into TikTok’s high-performing reaction format while embedding the brand within culturally meaningful moments.

Execution: Creators across Türkiye were invited to recreate traditional recipes using Doritos as a key ingredient, serving their creations to their mothers and grandmothers on camera. The focus was on capturing genuine, unfiltered reactions, turning cultural approval into engaging content. Built natively for TikTok, the campaign leveraged vertical storytelling, creator-led authenticity, and reaction-driven formats to maximize engagement. As a result, the campaign achieved strong traction in shares and saves, repositioning Doritos as not just a snack but a bold, innovative ingredient in the kitchen. Its success in Türkiye also established a scalable creative framework, leading to expansion and adaptation across other EMEA markets.