Arnott’s Tim Tam continues 50th anniversary celebrations with new spots via DDB Sydney

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Screen Shot 2014-03-19 at 8.17.25 am.jpgArnott’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.”

Screen Shot 2014-03-19 at 8.26.56 am.jpgIn 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