Premiering in last night’s episode of The Block, Arnott’s has unveiled ‘The Bikkie Belt’, a wearable snack holster designed to keep your favourite Arnott’s snacks at arm’s reach.
Created by Saatchi & Saatchi and Spark Foundry, part of The Neighbourhood—Publicis Groupe’s connected platform of agencies—The Bikkie Belt is the latest evolution in Arnott’s long-standing partnership with The Block and Network Nine. It follows successful activations like Big Bikkies ($10 thousand for every 10/10 renovation) and the Tradie Treat Trailer, bringing to life ideas via in-show integration and real-world activation.
The idea was inspired by a simple insight: nearly 9 in 10 Aussie tradies and DIYers admit to snacking on the job, with biscuits playing an important role in boosting morale and creating connection. Designed for on-the-go convenience, each pocket of the belt has been carefully sized to perfectly fit each of Arnott’s snack brands, whether you’re Monte Carlo mega-fan or a Tim Tam traditionalist.
Brought to life by Arnotts and Publicis Groupe’s connected agencies Saatchi & Saatchi, Spark Foundry, Herd MSL and the Arnott’s team, The Bikkie Belt debuted in last night’s episode of The Block, where contestants competed in an Arnott’s-themed challenge to win a $10 thousand prize and their very own Bikkie Belt.
As part of an integrated campaign approach, fans will be able to enter to win their very own belt via a dedicated campaign website. The activation is being amplified through PR, digital and influencer engagement with reno enthusiasts, tradies, WAGs, and The Block personalities.
“Our partnership with The Block has always been about creating moments that resonate with fans,” said Jenni Dill, CMO, The Arnott’s Group.
“With the Bikkie Belt, we wanted to take that connection even further, celebrating the everyday rituals of tradies, DIYers, and Arnott’s lovers alike.”
“This is a great example of creative and media working hand-in-hand, extending from a big media platform into the real world, to multiply cut through. We wanted to create something that felt authentically Arnott’s, but was also genuinely useful and a little bit hilarious,” commented Toby Aldred, managing director of Saatchi & Saatchi and chief client officer of The Neighbourhood.
“The Bikkie Belt is a celebration of Aussie ingenuity, tradie culture, and of course, biscuits.”
Credits:
Client: The Arnott’s Group
Creative: Saatchi & Saatchi
Media: Spark Foundry
PR: Herd MSL
