Arnott’s is breaking into the chocolate category through an anticipation-building integrated campaign from The Neighbourhood.
The campaign launches Arnott’s new chocolate range; propelling the iconic 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, part of a new campaign via The Neighbourhood.
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.
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.
Says Pauline Mercier, marketing manager, Arnott’s: “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.
Says Helge Gruettke, chief client officer, The Neighbourhood: “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.”
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
Shopper Marketing Manager: Aidan Harper
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