Arnott’s Breaks Into Chocolate World With Campaign Via The Neighbourhood

Arnott’s Breaks Into Chocolate World With Campaign Via The Neighbourhood

Arnott’s latest campaign has launched the Aussie brand into a new category with chocolate blocks and bars inspired by classic biscuit flavours.

Arnott’s has reimagined a range of Australia’s favourite classic biscuits to inspire a completely new format – chocolate blocks and bars!

After years of closely-guarded research and development, and weeks of anticipation-building teases that left many speculating, Arnott’s Chocolate was unveiled to a select group of media and influencers at a press event in Sydney on 17 April.


The event provided a “first taste” exclusive for 60 guests, who were also treated to a complete sensorial immersion into the world of Arnott’s.

Iced VoVo, Scotch Finger, Wagon Wheels, Ginger Nut and Jatz were all brought to life as interactive experiential exhibits, demonstrating how iconic brands can be reinterpreted into new formats.

Arnott’s culinary expert Vanessa Horton guided guests through an interactive tasting, sharing insights on product development and complementary pairings for each SKU.

The launch event generated a massive earned media response, including more than 100 nationally syndicated broadcast, print and online features, hundreds of pieces of user-generated social content, and tens of thousands of social engagements.

Arnott’s marketing manager, Pauline Mercier said: “There’s no denying Aussies’ love of Arnott’s biscuits or their love of chocolate.

“We wanted to combine the two to give people the best of both worlds in a new way to enjoy Arnott’s!

“We knew that Arnott’s Chocolates would create a sensation in the snacking category, and sought to reveal the new range with all of the dramatic flair that this indulgent chocolate treat deserves.”

A national campaign launches this week, with creative media and consumer touchpoints across OOH, digital, social, earned media and in-store.

The Neighbourhood chief client officer, Helge Gruettke said: “Taking an iconic brand like Arnott’s outside of the biscuit aisle is no small task.

“The Neighbourhood’s Power of One model has helped us tackle some of Campbell Arnott’s biggest business challenges in an integrated way that lets both client and agency be far more agile and collaborative.

“This was a once-in-a-lifetime brief and we’re excited to bring the campaign to life.”

Campaign Credits: 

Client: Campbell Arnott’s
Chief Marketing Officer: David McNeil
Marketing Manager: Pauline Mercier
Director of Global Expansions: Michael Barrett
Integrated Communications Manager: Linda Abbott
Senior Communications Manager: Amy Wagner
Digital Ventures Director: Richard Boniface

Agency: Publicis Groupe under The Neighbourhood
Chief Client Officer: Helge Gruettke
Chief Strategy Integration Officer: Kate Smither
Creative Lead: Rebecca Carrasco
Creative Director: Michael Barnfield Senior
Business Director: Laura Hawdon
Business Manager: Emily Walker
Integrated Producer: Kirsty Chase

Media Client Service Director: Christie Meischke
Media Business Director: Catherine Lim Sam
Media Account Manager: Adrienne Grealish
Media Planner Buyer: Amanda Florence
Media Campaign Manager: Vishwas Pai
Media Account Co-ordinator: Harry Faeste

Earned Media Lead (Herd MSL): Andrew Sroufe
PR Senior Account Manager: Rebekah Allison
Publicity support: Rachael Cameron, Matilda Freedman, Toni Gardyne, Madeleine Hemsley, Elleny Kourtis, Rob Tolan, Olivia Tilton

Head of Data & Analytics (Digitas): Maurice Riley
Head of Production – Digital: Lizzie Strobel
Head of Social: Sarah Bell
Head of Content: Lauren Pomphrey
Experiential event production: Yakusan
Production: Prodigious

Please login with linkedin to comment

arnotts The Neighbourhood

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]