Collaboration between Tim Tam and Gelato Messina sparks mayhem via TKT Sydney
Arnott’s Tim Tam has created a new campaign via creative agency TKT Sydney, that playfully embraces the hyperbole and mania surrounding its latest collaboration with the demigods of dessert, Gelato Messina.
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.
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.
Says Kesby-Smith: “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.”
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.
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.
Says Declan Lee, co-founder, Gelato Messina: “When Arnott’s approached us about creating gelato-inspired Tim Tam flavours, it was pretty exciting and quite a privilege. It was a new challenge for us – making gelato is one thing – and making a biscuit that tastes like that gelato is another.”
Agency: TKT Sydney
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
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
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9 Comments
I don’t want to be literally crippled with excitement. I’m not sure I even want to be figuratively crippled with excitement.
Hello fellow kids.
I like, LITERALLY can’t wait for brands to stop trying to like, sound like 15-year old fangirls. You know what I’m saying?
I mean yeah, the executions are giving me life. The photography is slaaaaaying. But those headlines just make we wanna nope the fuck out of here. That copy is fails at adulting.
Laters x
It’s only February and the greatest sentence of 2017 is already in the bag:
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.
TOTES! agree OMGTA
The lines written in the social posts under the executions “What a time to be alive” “THIS IS NOT A DRILL” etc, are better than the actual headlines because they’re not written by people who make ads.
This is smart, and this will work. Think like a consumer and you will realise this!
Dreadful junk food. Please don’t advertise this rubbish.
I hate it when people say copywriters have no skills, like um try again sweetie.
Whoever wrote that press release was clearly in the clutches of a Tim Tam/Messina sugar rush.
A sedative is recommended.
Furthermore, the use of the words ‘playful’ or ‘playfully’ are forever tainted by Charles Saatchi’s PR explanation of his action in grabbing (ex-wife) Nigella Lawson’s throat in a restaurant as “a playful tiff” and should never be used in the presence of food.
This risks diluting the Messina magic, but they get huge exposure.
Messina have a really strong brand. Tim-Tam have a loyal following, but they’re in quite a different space.
“The lines written in the social posts under the executions “What a time to be alive” “THIS IS NOT A DRILL” etc, are better than the actual headlines because they’re not written by people who make ads.”
Are you sure?
“Dreadful junk food. Please don’t advertise this rubbish.”
Why do people rob banks? (With apologies to Willie Sutton).