Worldwide Global Brands
Appetite for Growth: The Challenger Brand Taking on the Giants
Award winner
Worldwide Global Brands is a leading distributor and manufacturer of American-inspired snacks - including consumer favourites Toast’em Pop-Ups (yes, the original Pop Tarts!), available across major retailers and online marketplaces.
The solution
Social Media
TikTok Shop
Influencer
PR
The Challenge
Category heavyweights
Up against the likes of Kellogg’s and Nestlé dominating the breakfast category, we weren’t just competing for shelf space – we were competing for attention in a saturated, high-spend category. Rather than match their scale, we outmanoeuvred it, using speed, cultural relevance and platform-native creativity to break through.
Zero awareness
With no followers or content history, we had to earn trust fast. We leveraged creators and trending formats to borrow authority and reach.
Tiny budget
Competing with brands spending millions meant being selective and smart. We focused on trend-reactive content, high-engagement formats and low-CPE opportunities on TikTok.
FMCG credibility
Buyers wanted evidence that WWGB’s snacks could drive real demand. We used engagement, sentiment and TikTok Shop data as proof that audiences wanted these products on shelves.
Each obstacle became an opportunity to prove that social creativity can outthink scale.
The Extraordinary Thinking
Research showed that TikTok users are twice as likely to buy directly from the platform as from any other marketplace. It’s the platform where culture and commerce collide, and where food finds its fans fast.
Our thinking was guided by one belief: If the giants owned the shelves, we would own the feed.
The Solution
We built a social-first ecosystem designed to capture attention and convert curiosity into sales:
- Put TikTok Shop at the heart of the journey, linking discovery to purchase in seconds
- Use creator-led, trend-driven content to make WWGB’s snacks impossible to scroll past
- Combine organic and paid activity for efficient reach and engagement
- Layer in digital PR and influencer advocacy to build credibility and social proof
Rather than spreading the budget thinly across channels, we focused where our audience already lived – on TikTok. The result was a social ecosystem that drove discovery, conversation and conversion.
Delivered
Own-channel content
We created native, thumb-stopping TikToks using trending sounds, humour and satisfying food visuals. “Food reveal” shots, ASMR-style restocks, and quick recipe inspiration brought products like Toast’em Pop-Ups to life. Each post felt fun, authentic and unfiltered – the perfect mix of nostalgia and novelty that made people smile, tag friends and share.
Influencer collaborations
We partnered with food, family and lifestyle creators who genuinely loved the products, including breakout TikTok star Louis King, whose relatable humour and authentic reactions drove engagement rates 60 times above the FMCG benchmark.
Creators didn’t just post; they participated in trends, stitched our content and encouraged real conversations. Comments poured in from users saying things like “I’m ordering these right now!” and “Finally, American snacks that actually taste good!”
TikTok Shop integration
We launched WWGB’s TikTok Shop from scratch, embedding product links directly into content. This seamless connection between entertainment and commerce turned every video into a shoppable moment, collapsing the funnel into one tap.
Community engagement
We responded to every comment with the same warmth and humour that defined the content itself. The brand’s personality came alive in replies, duets and follow-ups, helping to build familiarity and loyalty quickly.
Digital PR & amplification
To extend reach beyond TikTok, we worked with lifestyle publications and parenting blogs to amplify the buzz, driving backlinks and organic traffic while reinforcing the brand’s playful personality.
Results
For a brand starting from zero, the results were extraordinary:
TikTok
TikTok Shop
PR
Silver Winner
Social Media Campaign Of The Year
PRmoment Awards 2026
What our clients say
“Jam stood out immediately for their creative thinking and ability to turn insight into action. Their experience across social-first campaigns made them a natural fit for our next phase of growth, particularly as we explore new routes to market like TikTok Shop.”
Neha MadhuDirector,
Worldwide Global Brands
