Mondelez, the $35bn wing of Kraft foods behind brands like Cadbury and Oreo, has signed a deal with Twitter to give it greater access to ‘live marketing opportunities using data from the social platform.

Twitter will have dedicated teams working for Mondelez, starting in the UK, US, Brazil and India, allowing the snack giant to react to local and global trends with real-time cross-platform ad placements.

Twitter filed for an IPO on Friday and deals like this will aim to put to bed any criticism that the company is not able to make enough money from advertising. President of global revenue at Twitter Adam Bain, which also bought the MoPub mobile ad exchange for $350m last week, said: “With a rapid consumer shift toward mobile usage, companies must plan for the moment to ensure their brands remain relevant and in touch with the interests of consumers.”

Mondelez is already working with Twitter on a number of live marketing projects, including a Trending 10 show with topics sourced and curated from Twitter conversation.