A new campaign lets Brits know that TimTams are now widely available in supermarkets, but will it convince them that the Aussie favourite is superior chocolate biscuit to McVitie’s Penguin?
TimTam has launched its first brand campaign in the UK. The Arnott’s classic, which launched in supermarkets in March 2024, has been available in certain cafes and shops for many years, but the brand lacks awareness compared to its British rival, the McVitie’s Penguin.
The ‘upside down’ campaign will run across billboards with the media handed by Zenith UK. The creative was led by Insiders.
“We know Brits love Tim Tam,” Arnott’s UK & Ireland market development manager Amber Dutkiewicz.
“They’ve long been a cult favourite brought back in suitcases by Aussie friends and relatives. But many didn’t realise they’re now available in their local supermarkets.
“As Tim Tam biscuits are now available nationwide, we wanted something bold and unmistakably Aussie.
“Insiders nailed it – the ads are cheeky, unmissable and quirky – there’s something about a 5 foot high close up of a Tim Tam, even upside down, that can’t help but make you want one…”
Insiders co-founder Josh Clarricoats said the aim of the campaign was to make TimTam’s stand out as a challenge brand in a “biscuit loving” kingdom.
“Creative works really hard—both boosting brand recognition through core assets, close-ups, pack shots and colours, but also playing with the idea of ‘orienting response’—the brain’s way of stopping you in your tracks when you see something unexpected.
“An upside-down billboard forces people to pause, process and ‘fix’ it in their minds. And then hopefully buy a pack or two next time they are doing their weekly shop.”
Although it has a cult following, TimTam will have its work cut out to convince parochial Brits that it is a superior chocolate biscuit to McVitie’s Penguin (which it is).
The TimTam is, in fact, an improved version of the Penguin, which Arnott’s former food director Ian Norris discovered on a trip to Blighty in 1958. He spent the next six years developing and refining the product until TimTam was launched in 1964.
According to ChatGPT (so it must be true), TimTams are superior to Penguins in five important ways:
🧈 1. Texture and Creaminess
Tim Tams have a smoother, creamier chocolate filling and coating. The chocolate is richer and melts more easily in your mouth — or in your coffee if you’re doing the famous Tim Tam Slam. Penguins, on the other hand, use a waxier, slightly grainier chocolate that doesn’t have the same melt-in-your-mouth appeal.
🍫 2. Chocolate Quality
Arnott’s uses higher-quality cocoa and milk chocolate than McVitie’s. Penguins taste more sugary and artificial by comparison, while Tim Tams have a deeper, more balanced cocoa flavour.
🍪 3. Biscuit Structure
Tim Tams are lighter and crisper. The biscuit layers are delicate, giving a nice snap that contrasts beautifully with the filling.
Penguins have a denser, more cake-like biscuit that can feel heavy and dry.
☕ 4. The Tim Tam Slam
Let’s be honest — this alone wins it. You bite off opposite corners, use the Tim Tam as a straw for your hot drink, and let it melt into gooey perfection.
Try that with a Penguin and you’ll just end up with disappointment and crumbs in your tea.
🎨 5. Variety and Innovation
Arnott’s keeps it fresh — there are dozens of flavours: Double Coat, Caramel, Dark Mint, Chewy Caramel, even limited editions like Espresso Martini or Red Velvet.
Penguins… mostly come in “Penguin”.
💬 In short:
Tim Tam = gourmet indulgence.
Penguin = nostalgic lunchbox treat.
