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

Arnott’s Breaks Into Chocolate World With Campaign Via The Neighbourhood
B&T Magazine
By B&T Magazine
SHARE
THIS



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.

arnott2

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

Emotional Storytelling Is A Rarity, IAG CMO Brent Smart Tells Future Of TV Advertising
  • Marketing

Emotional Storytelling Is A Rarity, IAG CMO Brent Smart Tells Future Of TV Advertising

In an interview with Mindshare’s Katie Rigg-Smith, recently returned Australian CMO Brent Smart said advertising lacks enough emotional storytelling, and that marketers lack the support of their organisations to brand build in the long term. Smart is the chief marketing officer at Insurance Australia Group, a position he moved to after returning to Australia from […]

Recommended

by B&T Magazine

B&T Magazine
Slingshot Wins Masterpet And Endeavour Consumer Health Accounts
  • Media

Slingshot Wins Masterpet And Endeavour Consumer Health Accounts

Media strategy specialist Slingshot has won the strategy, planning and buying account for Masterpet, and Endeavour Consumer Health. Masterpet owns pet care brands Black Hawk, VitaPet and Aristopet, while Endeavour Consumer Health includes brands like Red Seal, Pharmacy Choice and Faulding. Slingshot CIO and Partner Simon Corbett (pictured) said that winning the two businesses was […]

New Campaign Highlights That 70% Of Australians Say They Want To Die At Home
  • Campaigns

New Campaign Highlights That 70% Of Australians Say They Want To Die At Home

Leading South Australian ageing care provider ECH (Enabling Confidence at Home) is shining a light on the need for Australians to talk openly about death with their family members and loved ones to ensure any specific wishes or choices can be fulfilled. Australia faces a significant societal challenge as death continues to be a subject […]

Introducing The Zavy Social Scoreboard
  • Media

Introducing The Zavy Social Scoreboard

You might have noticed a colourful scoreboard sitting on the B&T homepage this month. Well, allow us to formally introduce ourselves – and it. We’re Zavy. And we believe in the promise of social media: brand building by two-way engagement and rich communication.       What does this have to do with a scoreboard? […]

Partner Content

by B&T Magazine

B&T Magazine