Tim Tam & Gelato Messina Announce Collaboration via TKT Sydney

Tim Tam & Gelato Messina Announce Collaboration via TKT Sydney
SHARE
THIS



Arnott’s Tim Tam has created a new campaign that playfully embraces the hyperbole and mania surrounding its latest collaboration with the demigods of dessert, Gelato Messina.

Created by creative agency TKT Sydney, the campaign and visual treatment is intended to deliver news so fist-pumpingly-all-the-exclamation-points-combined-amazing, the public will literally be crippled with excitement.

The new work, which aims to generate social conversation and word-of-mouth recommendations, comprises nationwide OOH, a bespoke Snapchat lens and an ongoing editorial partnership with the Daily Mail Australia.

TIMTAM_MESSINA_Caramel_Render TIMTAM_MESSINA_Stg20_ChocMint TIMTAM_MESSINA_Stg20_Lychee

The significant partnership with Sydney’s Messina is the second chef-inspired range from Tim Tam, having previously worked with Adriano Zumbo.

According to Tim Tam marketing manager, Claire Kesby-Smith, the launch of a new product is not only intended to drive sales, but to renew brand love through PR and social activity:

“This new generation of Tim Tam is one of our most exciting and innovative yet. Gelato Messina is leading the way in the Aussie gelato movement, and we’re thrilled to pair their expertise with Australia’s most-loved chocolate biscuit. To stay relevant, it’s crucial that iconic brands like Tim Tam continue to reinvent themselves through trend-driven innovations and partnerships”, said Kesby-Smith.

Taking cues from the gelato flavours that have made Messina the darlings of Australia’s food scene, the new range consists of four rich, whipped and creamy gelato-inspired Tim Tam biscuits including: Choc Mint, Salted Caramel & Vanilla, Coconut & Lychee and Black Forest.

To herald the arrival of the new range, Sydney’s food scene gathered at Messina’s HQ in Rosebery last week to attend a launch event attended by Katherine Sabbath and Anna Polyvou. Early reaction to the campaign has been strong, with reactions on social media reflecting the tone of language used in the campaign imagery (see screenshot on next page).

In creating the new range, Tim Tam took the culinary team from Messina into the secret kitchens of its famed bakeries and taught the gelato chefs the art and science of Australia’s favourite biscuits.

“When Arnott’s approached us about creating gelato-inspired Tim Tam flavours, it was pretty exciting and quite a privilege,” said Declan Lee, co-founder of Gelato Messina. “It was a new challenge for us – making gelato is one thing – and making a biscuit that tastes like that gelato is another.”

https://www.dropbox.com/sh/o4ba1tlzc6rxphi/AADMgjPBLUiPHHCMqF_a2rloa?dl=0

 

CREDITS

Title: Tim Tam Messina

Client: Arnott’s

Brand: Tim Tam

Product: Tim Tam Messina

Production company: The POOL COLLECTIVE

Photographer: Danny Eastwood

Executive Producer: Cameron Gray

Producer: Jemma Douglas

Food stylist: Gemma Lush

Client Details:

CMO: David McNeil

Marketing Director: Nik Scotcher

Marketing Manager Claire Kesby-Smith

Brand Manager: Clementine Churchill

Global Communications Manager: Nicky Thomson

Agency Credits:

Creative Director: Ben Clare

Creative team: Daniel Walton, Adam Smith

Managing Partner: Cate Stuart-Robertson

Senior Account Director: Hanne Haugen

Account Manager: Laura Martin

Account Manager: Rachel McEwen

Planning Director: Giacomo Groff

Head of Craft: Daniel Mortensen

Designer: Megan McPhail

Junior Designer: Dave Kirk

Print Producer: Paul Whelan

Public Relations Group Account Director: Phillipa Thomas

Public Relations Account Executive: Kaitlin Coleman

Media Partner: MEC

Latest News

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever
  • Opinion

Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever

In this guest post, CEO of Delacon, Michael Center (pictured below), argues in favour of something we don’t hear too much a bout these days – the good old fashioned telephone… It’s 142 years since Alexander Graham Bell made his first call on 10 March 1876 to his assistant Thomas Watson, where he uttered the […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]