By Amit Bapna, Editor-at-large

May 23, 2022 | 2 min read

Snack brands are habit-forming phenomena, and classic examples of brand love and loyalty when done right. Australian snack brand Arnott’s is one such that has been around as a leader of the category, and is currently in the midst of a re-energizing phase of the legacy brand.

To remind the existing consumers about its taste and increase loyalty among the emerging and younger audience set, Saatchi & Saatchi Australia has launched a masterbrand campaign for Arnott’s.

The Sydney-headquartered iconic sweet and savory brand’s products are ubiquitous in Aussie households and can be found in almost every pantry across Australia, and the new ‘Moments’ campaign draws inspiration from this ubiquity of the brand.

Saatchi & Saatchi’s creative director on the project Michael Barnfield said: “The products make an appearance in the lives of most of us and have done so for generations, and the campaign holds a mirror up to the diverse society and reflects on those special moments.”

Elaborating on the narrative, The Arnott’s Group chief marketing officer Jenni Dill said: “We have developed a brand campaign that unlocks the power of Arnott’s by connecting with a whole new generation of Australians.”

The Australian company, part of the US private equity firm KKR, under its new ownership, has been building Arnott’s return as a contemporary Australian iconic brand, as per media reports.

The campaign celebrates the breadth and variety of Arnott’s iconic portfolio and their moments in people’s lives, adds Dill.

These include familiar moments in life, such as 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 campaign has been launched with a 60-second spot and will have a mix of 30-sec and 15-sec TVCs, as well as online video and social activity over the campaign period.

The campaign has been launched under the aegis of The Neighbourhood, a Publicis Groupe ‘power of one’ solution encompassing talent from its constituent agencies including Saatchi & Saatchi, Spark Foundry and Prodigious.

Creative Brand Strategy Saatchi & Saatchi

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