Arnott’s and Publicis Groupe’s The Neighbourhood have launched a multi-channel campaign to unveil the brand’s new ultra-indulgent portfolio, comprised of a range of sweet and savoury snacks.
The Neighbourhood has developed an integrated creative, media, digital and PR campaign to target indulgent shoppers reflecting the changing tastes of Australian consumers.
The campaign’s creative appeals to the senses, featuring close ups of melt-in-your-mouth ingredients, and adults indulging in the decadent new Arnott’s range. The range offers newly crafted products, including Arnott’s Obsession Chocolate Biscuits, Sourdough Crisps, Flatbread Dippers, and its popular Cracker Chips.
“We are very proud of the work done for this launch by Publicis. Keeping the customer at the heart of the journey, from powerful media insights to beautiful creative, the role of each channel has been thoughtfully considered – be that TV, digital, in store or OOH,” said Arnott’s marketing innovation manager, Cathy Zeppieri.
The Neighbourhood’s creative director, Michael Barnfield, said the agency had channelled “the best of Publicis” into creative, PR, shopper and media, to showcase the new Arnott’s range in a way that “inspires and excites”.
“Working with Susan Stitt behind the camera was a pleasure. Her dual passion for fine food and art photography made her the perfect choice to bring the flavour story of these delectable Arnott’s products to life. And yes, they taste just as good as they look on screen,” Barnfield added.
The Neighbourhood is a Publicis Groupe ‘Power of One’ solution encompassing talent from multiple Publicis Agencies – including Saatchi and Saatchi, Spark Foundry, Herd MSL, Digitas, Arc and Prodigious.
Campaign activity for the Arnott’s range includes free-to-air TV, STV, online video, cinema, OOH, social media, POS, and PR.
The Arnott’s indulgent premium range is now available in all major retailers, and the campaign will run until late June 2022.
Full Credits:
ARNOTT’S
CHIEF MARKETING OFFICER Jenni Dill
INNOVATION MANAGER Cathy Zeppieri
BRAND MANAGER Citra Yunika
CULINARY CHEF Vanessa Horton
AGENCY: THE NEIGHBOURHOOD
CHIEF CLIENT OFFICER Helge Gruettke
CREATIVE DIRECTOR Michael Barnfield
SENIOR ART DIRECTOR Simon O’Neil
SENIOR COPYWRITER Anton Posa
ACCOUNT DIRECTOR Emily Walker
INTEGRATED PRODUCER Kirsty Chase
PRODUCTION: PRODIGIOUS
DIRECTOR/DOP Susan Stitt
EXECUTIVE PRODUCER Tim Pietranski
JUNIOR PRODUCER Lucy Burne
OFFLINE EDITOR Aleks Manou/AJ Scarcella
COLOURIST Matt Fezz
ONLINE AJ Scarcella/Matt Brunner
MEDIA
GROUP CLIENT PARTNER Marrion Bell
MEDIA STRATEGY DIRECTOR Joshua Green
ASSOCIATE CLIENT DIRECTOR Edwina Pardede
CLIENT MANAGER Fraser Johnston
PLANNING EXECUTIVE Mackenzie Cowan
COORDINATOR Jasmyn Bridge
PR
PR GROUP ACCOUNT DIRECTOR Andrew Sroufe
PR SENIOR ACCOUNT DIRECTOR Emma Matuschka
PR ACCOUNT EXECUTIVE Nikki Carruthers
