This year’s Australian Effie Awards saw Saatchi & Saatchi, as part of the Neighbourhood, take home the Grand Effie for their “Life’s Little Moments” campaign for The Arnott’s Group, as well as a Gold in the Food & Beverage category and Silver for ROI.
The win was covered in The Australian’s Growth Agenda, in an article that highlights the resilience, creativity and humanity of the advertising industry.
The achievement is a testament to the strength and success of Publicis’ connected platform model – the Neighbourhood, which is made up of Saatchi & Saatchi, Spark Foundry, Arc, Herd MSL and Prodigious.
The campaign celebrated the small moments of joy we find in daily rituals whilst enjoying an Arnott’s biscuit and demonstrated business impact and increased sales across the portfolio. 'Life's Little Moments' launched in 2022, and within six months, Arnott’s market share position in the category grew by one percentage point and delivered biscuit volume growth of 2 per cent.
The Arnott's Group Chief Marketing Officer, Jenni Dill, spoke to the Growth Agenda about the win.
“The creativity of Arnott’s ‘Life’s Little Moments’ campaign connects emotionally and has driven powerful business results. Creativity becomes even more important in a challenging climate. Ultimately, creativity and this campaign have helped to reinvigorate an iconic Australian brand. We respected Arnott’s 158-year legacy but also extended and modernised appeal by reaching more people, more of the time, with more of our product portfolio.”
Publicis Groupe CEO Michael Rebelo added: “The creative had nostalgia, intergenerational bonding, diversity of moments and people, plus a lightness of touch in the storytelling.
“In the face of global supply chain storms, forced price rises and a cost-of-living crisis, Arnott’s affectionate take on how a simple biscuit can help to connect Aussies effectively increased their appetite for these household brands, driving salience at the shelf.”’
Read the story in full
Read the story in full here.