Tim Tam’s iconic Genie is back in newly launched integrated campaign via The Neighbourhood


One of Australian advertising’s most iconic characters has returned to our TV sets. The Tim Tam Genie is back, fronting an integrated campaign via The Neighbourhood, in support of the new Tim Tam Crafted Collection.


However, this time the Tim Tam Genie adventure has evolved with a charming twist thanks to a new, four-legged friend. “Charlie the dog” displays the ultimate act of mateship in the new spot, sacrificing one of his own doggy wishes for one that his master will love: a never-ending pack of Tim Tam.

A variety of well-known personalities have stepped into the Genie’s slippers and vest in previous campaigns, such as former Bachelor contestant Apollo Jackson who most recently granted wishes for a never-ending Tim Tam pack.

This time, in preparation for the new campaign, Arnott’s asked Australians how they envisaged the Genie to look and feel in the present day. This led to a fresh and modernised portrayal of the role, with the new campaign featuring a female Genie who effortlessly exudes a sense of strength, confidence and charisma.

The Tim Tam Crafted Collection features ingredients carefully selected from regions across Australia and New Zealand. As such, the campaign aesthetic was developed in response to research that indicated Australians are often looking for more indulgent treats with premium ingredients, attention to detail, and carefully crafted flavours.

Says Matt Grant, marketing manager, Arnott’s: “It was important to launch the new Tim Tam Crafted Collections with impact and cut through, whilst delivering broader benefit back to the Tim Tam master brand; leveraging a fresh and contemporary spin on our iconic Tim Tam Genie story. We wanted to reinforce our unique indulgence position by delivering the ultimate wish… a never-ending packet of Tim Tam and playfully asking consumers ‘what more could you wish for? Tim Tam is such an iconic Australian brand; we are confident the creative elements we are leveraging will drive our enduring consumer connection with new and existing Tim Tam fans.”

The national campaign kicked off with a PR blitz, garnering a massive response of over 400 nationally syndicated broadcast, print, and online features.

The campaign, which debuted on 3rd February, will live across various touchpoints including ATL, OOH, digital, social, and in-store.

Says Helge Gruettke, chief client officer at The Neighbourhood: “Tim Tam is Australia’s most-loved chocolate biscuit. And with that comes the incredibly rich and respected heritage of Tim Tam Genie ads. Being able to grow, yet protect and honour, that kind of brand love is no easy feat and was a challenge we were excited to tackle! Through the Neighbourhood’s Power of One model, we’re proud to have started to forge a proven track record for helping Arnott’s achieve some of their biggest business objectives.”

Client: Arnott’s
Chief Marketing Officer: Michelle Foley
Marketing Manager: Matt Grant
Brand Manager: Citra Yunika
Director of PR, Digital & Social: Amy Wagner

Agency: Publicis Groupe under The Neighbourhood
Chief Client Officer: Helge Gruettke
Senior Business Director: Laura Hawdon
Business Executive: Jack Asimus
Planning Director: Peter Pippen
Chief Data Officer: Maurice Riley
Creative Lead: Rebecca Carrasco
Creative Team: Ben De Klerk and Ben Ware
Integrated Producer: Kirsty Chase

Production: Prodigious
Media Business Director: Catherine Lim Sam
Media Account Manager: Amanda Florence
Media Strategist: Samuel Parrott
Media Planner Buyer: Sammie Baxter
Media Coordinator: Mackenzie Cowan
PR & Earned Media Lead: Andrew Sroufe
PR Senior Account Manager: Steph Banno
Publicity Support: Sarah Lipkin, Rachael Cameron
Shopper Group Account Director: Corinne Heffernan
Shopper Account Manager: Maeva Voisin
Digital Account Manager: Rachel Malone
Social Media: Touch Creative
Packaging Design: The Edison Agency