Tim Tam & Gelato Messina Announce Collaboration via TKT Sydney

Tim Tam & Gelato Messina Announce Collaboration via TKT Sydney
SHARE
THIS



Arnott’s Tim Tam has created a new campaign that playfully embraces the hyperbole and mania surrounding its latest collaboration with the demigods of dessert, Gelato Messina.

Created by creative agency TKT Sydney, the campaign and visual treatment is intended to deliver news so fist-pumpingly-all-the-exclamation-points-combined-amazing, the public will literally be crippled with excitement.

The new work, which aims to generate social conversation and word-of-mouth recommendations, comprises nationwide OOH, a bespoke Snapchat lens and an ongoing editorial partnership with the Daily Mail Australia.

TIMTAM_MESSINA_Caramel_Render TIMTAM_MESSINA_Stg20_ChocMint TIMTAM_MESSINA_Stg20_Lychee

The significant partnership with Sydney’s Messina is the second chef-inspired range from Tim Tam, having previously worked with Adriano Zumbo.

According to Tim Tam marketing manager, Claire Kesby-Smith, the launch of a new product is not only intended to drive sales, but to renew brand love through PR and social activity:

“This new generation of Tim Tam is one of our most exciting and innovative yet. Gelato Messina is leading the way in the Aussie gelato movement, and we’re thrilled to pair their expertise with Australia’s most-loved chocolate biscuit. To stay relevant, it’s crucial that iconic brands like Tim Tam continue to reinvent themselves through trend-driven innovations and partnerships”, said Kesby-Smith.

Taking cues from the gelato flavours that have made Messina the darlings of Australia’s food scene, the new range consists of four rich, whipped and creamy gelato-inspired Tim Tam biscuits including: Choc Mint, Salted Caramel & Vanilla, Coconut & Lychee and Black Forest.

To herald the arrival of the new range, Sydney’s food scene gathered at Messina’s HQ in Rosebery last week to attend a launch event attended by Katherine Sabbath and Anna Polyvou. Early reaction to the campaign has been strong, with reactions on social media reflecting the tone of language used in the campaign imagery (see screenshot on next page).

In creating the new range, Tim Tam took the culinary team from Messina into the secret kitchens of its famed bakeries and taught the gelato chefs the art and science of Australia’s favourite biscuits.

“When Arnott’s approached us about creating gelato-inspired Tim Tam flavours, it was pretty exciting and quite a privilege,” said Declan Lee, co-founder of Gelato Messina. “It was a new challenge for us – making gelato is one thing – and making a biscuit that tastes like that gelato is another.”

https://www.dropbox.com/sh/o4ba1tlzc6rxphi/AADMgjPBLUiPHHCMqF_a2rloa?dl=0

 

CREDITS

Title: Tim Tam Messina

Client: Arnott’s

Brand: Tim Tam

Product: Tim Tam Messina

Production company: The POOL COLLECTIVE

Photographer: Danny Eastwood

Executive Producer: Cameron Gray

Producer: Jemma Douglas

Food stylist: Gemma Lush

Client Details:

CMO: David McNeil

Marketing Director: Nik Scotcher

Marketing Manager Claire Kesby-Smith

Brand Manager: Clementine Churchill

Global Communications Manager: Nicky Thomson

Agency Credits:

Creative Director: Ben Clare

Creative team: Daniel Walton, Adam Smith

Managing Partner: Cate Stuart-Robertson

Senior Account Director: Hanne Haugen

Account Manager: Laura Martin

Account Manager: Rachel McEwen

Planning Director: Giacomo Groff

Head of Craft: Daniel Mortensen

Designer: Megan McPhail

Junior Designer: Dave Kirk

Print Producer: Paul Whelan

Public Relations Group Account Director: Phillipa Thomas

Public Relations Account Executive: Kaitlin Coleman

Media Partner: MEC

Please login with linkedin to comment

Australia Bureau of Statistics Tax TKT Sydney

Latest News

Spikes Asia Portraits
  • Marketing

Spikes Asia Appoints Jenny Lau As Events Director

Spikes Asia has announced the appointment of Jenny Lau as events director. Based in Singapore, Lau will take overall responsibility for Spikes Asia.  Lau (pictured) has worked within the Asia-Pacific advertising industry for more than 20 years and brings a deep understanding of the trends and issues affecting the regional advertising and marketing industry. Lau […]

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
  • Media

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au

Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]

Fifth Dimension Expands Executive Leadership Team
  • Marketing

Fifth Dimension Expands Executive Leadership Team

Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO).  As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]

GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business
  • Marketing
  • Technology

GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business

GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]

Seismic Announces New Zealand Partnerships To Empower Businesses And Workers
  • Technology

Seismic Announces New Zealand Partnerships To Empower Businesses And Workers

Seismic has announced an expanded New Zealand (NZ) presence to support the transformation of sales and marketing teams, and enable the nation’s employers to focus on upskilling their workforces to overcome a digital skills shortage. The company has also signed NZ-based specialist consultancies, Fresh Perspective Sales (FPS) and Jumping Fox Interactive, as its first two […]

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic
  • Marketing

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic

Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster
  • Marketing

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster

The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown
  • Media

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown

SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]