Arnott’s launches new integrated ‘Tim Tam 50th Birthday’ campaign via DDB Group, Sydney

Australia’s favourite biscuit, Arnott’s Tim Tam, officially kicked off celebrations for its 50th Anniversary yesterday with a unique activation from DDB Group Sydney that will go on to also create a new ad campaign for Tim Tam.

The Tim Tam 50th Anniversary campaign focuses on the iconic biscuit’s longstanding reputation for bringing people together.

At yesterday’s launch, Arnott’s Tim Tam partnered with Qantas to reunite family and friends from the small outback town of Winton in Central Western Queensland. Loved ones from across Australia, and as far away as the UK, were flown in to the remote town on a Tim Tam branded Qantas charter plane so they could reconnect over a cuppa and a much-loved Tim Tam.

The reunion moments will form the basis for the next TVC, which will only star members of the Winton community and their loved ones. Online and print executions will complement the TVC that rolls out from March 10th.

Says Jen Speirs, creative director, DDB Group Sydney: “Since launching our more socially-connected campaigns for Tim Tam, Australian’s have really grown to love them. We knew that when it came to the 50th Anniversary – we had to go bigger, better and more surprising than ever.

“We reunited Australians from a remote small town with their mum, dad, son, daughter, friend, Nanna, Pop – whoever they love – from Australia and around the world. In meeting these people and being able to share in their joy as they get together with those dearest to them, as well as provide 50 other Australians the opportunity to get together with their loved ones, we’re reminded just how far from a humble chocolate biscuit the Tim Tam is.”

In line with the 50th Anniversary celebrations, Arnott’s is also launching a “50 flights in 50 days” on-pack promotion giving Australians the chance to win a Qantas flight to reconnect with friends and family across Australia.

Says Susanna Polycarpou, brand director, Arnott’s: “The humble Tim Tam inspires love beyond reason in Australians and has done for 50 years now. What has elevated it to ‘icon status’ is difficult to articulate but we know that in the hearts of Aussies; it’s more than just a chocolate biscuit. It’s definitely the unique and irresistible Tim Tam layers that set us apart. We think it’s also about the connections made when you open a pack and share with friends or family. Whatever it is, together with our fans – we’ll be celebrating 50 extraordinary years throughout 2014 and we look forward to sharing it via this integrated campaign.”

Agency: DDB

Brand Manager, Tim Tam: Laura Hindson