Tim Tam celebrates turning 50

Tim Tam celebrates turning 50
SHARE
THIS



Arnott’s Tim Tam biscuits has partnered with Qantas as it reunites loved ones in the remote Queensland town of Winton for its 50th birthday campaign.

The activation, created by DDB Sydney, saw a Tim Tam branded Qantas charter plane fly loved-ones of Winton’s residents into the town from across Australia and as far afield as the UK.

Winton is a tiny outback town in central western Queensland which as of June 30 2011 had an estimated population of just 1,430 persons.

The emotional reconnections were filmed and will form the basis of the new TVCs which are set to launch on March 10.

Jen Speirs, creative director DDB Group Sydney, said: “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.”

The birthday campaign follows the hugely popular ‘Truly Madly Tim’ push, created by DDB, which saw the chocolate biscuits grow on a tree in Sydney’s Martin Place. More recently the brand travelled around the country on a bus for its ‘Love more than one’ campaign.

The birthday campaign will see the launch of an on-pack promotion ’50 flights in 50 days’ which will give Australians the chance to win a Qantas flight to visit family and friends.

Susanna Polycarpou, brand director Arnott’s, said: "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.”

To complement the TVCs will be online and print executions.

DDB Sydney’s Spiers said meeting the people Qantas and Tim Tam reconnected in Winton served as a reminder of “just how far from a humble chocolate biscuit the Tim Tam is”.

CREDITS: Client: Campbell Arnott’s Vice President Marketing, APAC: David McNeil Global Communications Manager: Nicole Thompson Brand Director: Susanna Polycarpou, Marketing Manager, Tim Tam: Leigh Coleman Brand Manager, Tim Tam: Laura Hindson Agnecy: DDB ECD: Dylan Harrison Creative Director: Jen Speirs Art Director: Nadia Ahmad Copywriter: Julia Spencer Managing Director Strategy and Innovation: Leif Stromnes Managing Partner: Kate Sheppard Account Director: Alex Ball Community Manager: Leighanna Webb TV Production, Head of Onscreen Production: Brenden Johnson Senior Editor: Mark Perry 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: Thomas Lyngsfeldt Digital Director: Rebecca Twist Director: Jeremy Pope Associate Manager: Jeremy Pope

Please login with linkedin to comment

Latest News

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia
  • Media

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia

Ipsos chairman and CEO Didier Truchot has appointed former Nielsen executive Suresh Ramalingam as CEO of South East Asia. Ramalingam’s remit includes Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines, with immediate effect. Ramalingam joins Ipsos from Nielsen, where he worked for more than two decades in various leadership roles covering the Middle East and Africa, South East […]

adblock popup web banner concept. isolated vector
  • Opinion

How To Reach The Unreachables

The unreachables may sound like the Indian caste system but, as you'll learn here, it's some newfangled marketing term.

Opinion

by B&T Magazine

B&T Magazine
Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.