Taking brevity to a new level, a new campaign by independent Sydney agency The Works for Thomas Dux is challenging foodies to share their favourite recipes in a single tweet.

Top Australian celebrity chefs including Luke Mangan and Peter Kuruvita are sharing their own recipes along with the nation’s foodies and amateur cooks in the Thomas Dux 140 Character Cookbook challenge.

The posts will include full cooking instructions, and are designed to show that quick and enjoyable meals and snacks don’t have to be complicated, involve fancy foam reductions or activated almonds.

Thomas Dux, which has 11 stores dedicated for food lovers across Sydney and Melbourne, will feature the recipes on its website, as well as its Facebook and Pinterest pages and on Twitter, of course, @ThomasDuxGrocer.

Home cooks are being encouraged to submit their favourite dishes for the Thomas Dux 140 Character Cookbook challenge by sharing them on the micro-blogging site using the hash tag #140Cookbook.

Thomas Dux is getting the ball rolling with this example of a tasty dessert: Sprinkle peaches w raw sugar, roast till caramelised. Sweet sesame halawa, Booza ice cream, pashmak, honey. #140Cookbook

Head of Thomas Dux, Mark Hewlett, said: “We know that many Thomas Dux customers are always on the go but don’t want to compromise when it comes to creating delicious meals so we want to hear from them how they make dinner time delightful using themedium of the moment – Twitter

“The #140Cookbook will show that from professional chefs to home cooks, anyone can come up with interesting recipe ideas which can be communicated in a single tweet.”

The #140Cookbook challenge launches today and has been created by independent Sydney advertising agency The Works.

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