Tim Tam & Gelato Messina Announce Collaboration via TKT Sydney

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


What best describes you?

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

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]