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”.