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Arnott’s Masterbrand Campaign – Saatchi & Saatchi and The Neighbourhood

Arnott’s launched a masterbrand campaign to celebrate its much-loved and iconic sweet and savoury brands enjoyed by generations of Australians.

The ‘Moments’ campaign created via Saatchi & Saatchi for The Neighbourhood, 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.

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 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.”

Saatchi & Saatchi’s Creative Director on the project, Michael Barnfield said: “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.


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