Arnott’s highlights new Snack Right range in new campaign via Saatchi & Saatchi Australia
Arnott’s has launched a new Snack Right range of treats in a campaign created by Saatchi & Saatchi Australia, part of The Neighbourhood – the connected platform of Publicis Groupe agencies that work with The Arnott’s Group.
Arnott’s is putting its 158 years’ expertise behind the re-launch of its Snack Right range – the perfect solution for convenient and delicious snacking, designed to meet the all-too-familiar daily snack cravings without compromising on taste or health credentials.
The platform “It’s all good” has been activated across consumer touch points from packaging to screen and has been executed via The Neighbourhood, which also includes Publicis Groupe agencies: Spark Foundry (media), Arc (shopper) and Herd MSL (PR).
The campaign launches across screens in a film highlighting an office coming to life as workers discover the new range of snacks hitting their desks, courtesy of the office post/snack-boy. The integrated campaign will run on digital, social, linear TV, shopper and PR.
Says Jenni Dill, group chief marketing officer at Arnott’s: “For too long, Aussies have had to choose between healthy or delicious snacks. Snack Right is Arnott’s new range of snacks packed with health stars and the totally delicious taste Arnott’s is known for. With our launch campaign, we wanted to show healthier snacking doesn’t have to be serious. Who doesn’t need a bit of fun in the office?”
Says Ranita Cowled, treating business director at Arnott’s: “Australians continue to reach for snacks more than ever, and Arnott’s is committed to providing consumers with a convenient range of snacking options for themselves and their families, on-the-go and at home. As a brand known for its great tasting, quality snacks, we’re proud the Snack Right range continues to deliver on delicious taste, all while boasting 3.5 Health Stars or higher.”
Says Michael Barnfield, creative director at Saatchi & Saatchi: “Healthy snacking has notoriously been drab and lifeless. Arnott’s Snack Right exists in an alternative world to this, packed with all the excitement and fun of this great-tasting new range.”
Created with health-conscious Aussies in mind, each Snack Right product boasts a Health Star Rating of 3.5 stars or higher.
Client: Arnott’s
CMO – Jenni Dill
Treating Business Director – Ranita Cowled
Marketing Manager – Alice Johnson
Creative: Saatchi & Saatchi
Creative Director – Michael Barnfield
Creative – Patricia Casten & Sophia Cussell
Account Management – Eddie Moult & Sanne Senior
Planning – Iona Macgregor & Bridget Moyle
Producer – Jakson Gray
Production company: Photoplay
Director: Scott Otto Anderson
Sound: Squeek E.Clean
Music sourced: Level Two Music
Media: Spark Foundry
PR: HerdMSL
Shopper: Arc
15 Comments
Dancing isn’t an idea
For a budget of $20
But surely this is 72 and Sunny?
Which is the same as a packet of chips.
Why pulse that and draw attention?
This is bad.
Like really bad.
Oh dear lord…they need Spirko back.
What a cheesefest…
Said no one ever.
Dancing for no reason, the whacky split zoom screen shot, the melodramatic gulp from junior staffer, the tense ‘wait for boss to approve’ moment then staff cheer, the “It’s all good” tagline used about a gazillion times in Australian advertising
What’s happened to Saatchi?
The PR comments are better than the ad.
Such a big brand, part of Australia culture and heritage. To see such stupendously average efforts one after another.
When will someone capable at Arnotts rescue these flailing brands?
Agreed. Could be such a cool brand but they’re so comically conservative. Coming back to Australia after working in agencies overseas is so depressing at times, so many missed opportunities thanks to clients who still think it’s 1993.
That said, Saatchi’s should never have let this one out the door.
Why?
Who is the blonde actress who plays the boss ?