Arnott’s Tim Tam continues 50th anniversary celebrations with new spots via DDB Sydney
Arnott’s Tim Tam has officially launched its 50th Anniversary integrated campaign with a suite of celebratory TVCs and online content pieces created by DDB Group Sydney, and a consumer activation from The Zoo Republic.
Tim Tam offically kicked off celebrations last month by bringing together family and friends from the remote outback town of Winton in Central Western Queensland. The diverse and heartfelt reunion moments are at the heart of the new integrated campaign which includes extended online video content that provides further insight into the touching reunion stories of the people of Winton.
Says Susanna Polycarpou, marketing director, Arnott’s: “Australians have loved and connected over Tim Tam biscuits for 50 years and we’re thrilled to be able to celebrate this milestone with a year of togetherness on a large scale. Each element of the integrated campaign, from the reunion in Winton to our advertising campaign, long-form content and on-pack promotion highlight what we believe has allowed the humble biscuit to remain Australia’s favourite chocolate biscuit – its ability to connect all Aussies… in addition to its irresistible chocolate layers of deliciousness of course!”
The TVCs and extended video content, which are now live on-air and rolling out across social media, were developed in conjunction with the activation in Winton.
Says Kate Sheppard, managing partner DDB Sydney: “Aussies are at the heart of Tim Tam’s on-going success in this country and it was a privilege to be involved in a campaign that brings them together on such a large scale. This unique opportunity allowed us to capture and create truly touching content that celebrates the landmark birthday, but most importantly celebrates the people who have loved Tim Tam for the last 50 years.”
In line with reunion festivities in Winton, the campaign extends to an on-pack promotion offering “50 trips in 50 days”. Developed and led by brand activation agency The Zoo Republic, the promotion is a collaborative partnership with Qantas and gives Australians the chance to win a Qantas trip to reconnect with friends and family across the world.
Says David Lo, CEO at The Zoo Republic: “Having a birthday party is great, but nothing can compare to the disproportionate happiness created by the appearance of a distant friend or loved one, similar to the joy of sharing Tim Tams bring to families across Australia. This insight made Tim Tam and Qantas natural partners in facilitating this experience in celebration of the brand’s 50th Birthday.”
To find out more, go to www.timtam50.com.au, which also highlights the best reconnection stories from around the world.
Campbell Arnott’s
Vice President Marketing, APAC: David McNeil
Marketing Director, Choc/Sweet: Susanna Polycarpou
Marketing Manager, Tim Tam: Leigh Coleman
Brand Manager, Tim Tam: Laura Hindson
Shopper Marketing Manager, Arnott’s: Michelle Clark
Global Communications Manager: Nicole Thomson
Agency: DDB
ECD: Dylan Harrison
Creative Director: Jen Speirs
Managing Director Strategy and Innovation: Leif Stromnes
Managing Partner: Kate Sheppard
Senior Account Director: Alex Ball
Account Executive: Emily Frost
Social Strategy Lead: Karalee Evans
Social Content Manager: Ben Harrison
Community Manager: Leighanna Webb
TV Production:
Head of Onscreen Production: Brenden Johnson
Senior Editor: Mark Parry
Production Coordinator: Rebecca Whitehead
PR & Experiential – Mango:
MD: Claire Salvetti
Senior Executive Producer: Brooke Pilton
Account Director: Ella Tacchi
Production Company: Sergeant Major
Producer: Ashley McLeod
Media: MEC
Group Business Director: Tony Newby
Account Director: Rebecca Twist
Digital Director: Thomas Lyngsfeldt
Associate Manager: Jeremy Pope
Brand Activation agency: The Zoo Republic
CEO: David Lo
Creative Director: Clare Marshall
General Manager: Renee Wilson
Account Director: Mark Hutton
Digial Services Director: Amy Gray
Digital Art Director: Francesca Bozic
Digital Project Manager: Caroline Atkin
4 Comments
I just threw up in my mouth.
zzzzzzzzzz
At no stage in the process did anyone actually say “Woah, come on guys, it’s just a fucking biscuit.”?
Anyone know the background music for this tvc?