Arnott’s has secured one of the kings (or should that be queens?) of the makeover, Carson Kressley, to appear in a new ad campaign relaunching Snack Right biscuits.
The new campaign featuring the star of Network Ten’s hit reality show Queer Eye for the Straight Guy goes to air in some markets around Australia this weekend, followed by a full national launch.
Arnott’s increased investment in its eight-year-old ‘better for you’ brand has included in the addition of a new cookie product to the range, which already included fruit slices, fruit bars and fruit pillows.
The push for the brand comes as new diet trends influence Austrlians eating habits. Unilever this week announced it was hopping on the low carbs bandwagon with a new range of extensions to its existing brands under the Carb Options banner (see page 3).
It’s the latest major food marketer to introduce low carb and low glycaemic indicator foods in the Australian market to meet the demand created by the Atkins diet.
Arnott’s has already begun promoting its Snack Right brand as having low GI qualities.
By coincidence Kressley is about to make his first visit to Australia, not as a guest of Arnott’s, but Myer. He is to be the special guest of this year’s Melbourne Cup and will host Myer’s Fashions of the Field.
The new Snack Right campaign created by Arnott’s agency George Patterson Partners is the latest new work in a period of major advertising activity for Arnott’s.
It follows the relaunch last month of its Wagon Wheels brand which it acquired from George Weston Foods.
A new animated campaign for Arnott’s child-targeted Tiny Teddies brand is also understood to be launching soon.
When contacted this week Arnott’s declined to comment on the new Snack Right campaign.
