Arnott’s unveils ‘Moments’ ad campaign via Saatchi & Saatchi for The Neighbourhood
Arnott’s has launched a masterbrand campaign via Saatchi & Saatchi for The Neighbourhood to celebrate its much-loved and iconic sweet and savoury brands enjoyed by generations of Australians.
The ‘Moments’ campaign features familiar moments in life, like dipping a Tim Tam into a hot drink, making Vita-Weat ‘worms’, licking the cream off a Monte Carlo, sharing a box of TeeVee snacks while watching TV with mates, sneaking in a snack on a Cruskits cracker while on a Zoom call, or sharing some Shapes while playing indoor cricket.
The creative includes the messaging, “For life’s little moments, there is no substitute”. The campaign launched with a 60” spot and will have a mix of 30” and 15” TVCs. There will also be online video and social activity over the campaign period.
Says The Arnott’s Group Chief Marketing Officer, Jenni Dill: “We have developed a brand campaign that unlocks the power of Arnott’s by connecting with a whole new generation of Australians. The campaign celebrates the breadth and variety of Arnott’s iconic portfolio and the moments they show up in people’s lives. The last two years have taught us that the little things in life like, spending time with loved ones, really are the big things. We are all really proud of this work.”
Says Saatchi & Saatchi’s Creative Director on the project, Michael Barnfield: “Arnott’s products can be found in almost every pantry across Australia. So it follows that they also make an appearance in the lives of most of us, and have done so for generations. We’ve had a lot of fun holding a mirror up to our diverse society and reflecting those special moments when only Arnott’s will do.”
The Neighbourhood is a Publicis Groupe ‘Power of One’ solution encompassing talent from multiple Publicis agencies – including Saatchi & Saatchi, Spark Foundry, Herd MSL, Digitas, Arc and Prodigious.
Publicis Groupe
Executive Creative Director (Saatchi & Saatchi) – Simon Bagnasco
Creative Director (Saatchi & Saatchi) – Michael Barnfield
Creative team (Saatchi & Saatchi) – Kerem Sekerci & Mac Wright
Strategist (Saatchi & Saatchi) – Peter Pippen
Agency Producer (Saatchi & Saatchi) – Rene Shalala
Media Associate Client Director (Spark Foundry) – Edwina Pardede
Media Client Manager (Spark Foundry) – Fraser Johnston
Media planning executive (Spark Foundry) – Mackenzie Cowan
Media coordinator (Spark Foundry) – Jasmyn Bridge
Chief Client Officer (The Neighbourhood) – Helge Gruettke
Account Director (The Neighbourhood) – Emily Walker
Production Company: MOFA
Director: Sam Holst
Executive Producer: Llew Griffiths
Producer: Helen Morahan
DOP: Shelley Farthing-Dawe
Editor: Phoebe Taylor @ Arc Edit
Music Supervision: Level Two
Sound Design: Squeak E Clean
Arnott’s
CMO – Jenni Dill
Marketing Director – Ranita Cowled
Marketing Manager – Pauline Mercier
25 Comments
This is pretty good. Quite the turn around really.
I’m surprised at how much better this is from the usual Arnotts work
The Jatz moment lmao
haven’t seen this before.
decent work for the category
Nice work Michael and team. Just the right amount of everything.
How else would you go about fitting in every product in the range? Narrative?
This is good
Brilliant piece of work. All the feels.
But awesome execution.
Was going to groan at another FMCG moments strategy. But this is quite good.
What makes this one good? Life’s moments has to be the tiredest line of all montages. This was just a bunch of people eating biscuits not sure why anyone could consider it fresh
This ad gave me tingles in my Jatz crackers
Love the opening scene. Good casting on kid
The music. Inspired choice and best use of music in a campaign for a long while
This could have been a disaster, but it’s crafted and solid. Nice
I (not Zac) think they’re ‘fresh’ because nothing in these two ads looks forced. Nice pace and bouncy track.
But, I take your point, sometimes life can be so boring, so why just show that.
Maybe next time, they’ll spice up their ads with someone bingeing a packet of Tim Tams stoned in the kitchen at 2am, a plate of Iced VoVos at a wake, and union members munching on Monte Carlos as their delegate explains how they’re about to bring the rail network down.
For starters, I mean.
Maybe you have some ideas too?
pretty average for me in russia
And if the same brief had been given to The Monkeys or Special do you think they would have made a montage? Australia needs to be better.
Yes
Nicely acted, shot and finished but very ordinary as far as concept goes. Not that there isn’t room to PR work that’s nicely put together – just that all the gushing is a bit odd.
Oh well. Maybe this is just who we are now, Australia. Maybe this is our idea of great.
When it’s as good as this.
Beautifully observed.
Good stuff Mackerem
2023 RESULTS – 18 months later a massive 10% increase in sales. Killer campaign. Well done all.
https://www.mi-3.com.au/21-11-2023/master-blaster-arnotts-cmo-jenni-dill-publicis-ceo-mike-rebelo-how-arnotts-powered-10