Tim Tam orchard replaces Lego forest at Martin Place

Arnott’s brand Tim Tam is filming a TV ad at Martin Place today, with an ‘orchard’ where the famous biscuits are hanging from trees.

The idea was taken from Tim Tam’s Facebook page, where consumers – who will be filmed in the TV ad – said their wish was for the biscuits to grow on trees.

The Truly, Madly Tim Tam Orchard will see more than 30,000 Tim Tam biscuits hanging from trees in Martin Place until 7pm this evening.

The campaign, devised by PR and experiential marketing firm Mango and DDB Sydney, comes just a fortnight after Lego erected a pop-up forest at Martin Place to celebrate the toy-maker’s 50th year in Australia.

A Tim Tam TV commercial, based on the activation, will air on Sunday 20 May.

The campaign is to centre around the brand’s Facebook page, according to Susanna Polycarpou, group marketing manager at Arnott’s.

Polycarpou said: “We’ve harnessed the wild imaginations of our most passionate fans to create this magical and wonderful orchard for Sydney-siders to enjoy. It doesn’t end here either – we’ll be continuing to celebrate the magical love for the brand and share the passion with Australia. Watch this space.”


  1. Simon Food Favourites
    2 May 12
    11:37 am

  2. LOVED the idea and excitement it generated around Martin Place. I felt like Charlie in the Chocolate Factory.

  3. AdGrunt
    2 May 12
    12:47 pm

  4. At last. An idea and execution that is actually working.

    Moreover, it’s working in Martin Place, final resting place of many failed brand activations.

  5. parala
    2 May 12
    12:48 pm

  6. Stop putting shit in Martin Place

  7. Logic
    2 May 12
    1:09 pm

  8. i remember when martin place was a public space not an advertisement.

  9. Wild Oscar
    2 May 12
    1:20 pm

  10. Superb idea. I love the crowd sourced nature of the work. Lovely.

  11. Stephen G
    2 May 12
    1:42 pm

  12. Skittles did this with Cake in London a few years ago: FB community members voted on what they wanted (a tree that grew Skittles) and they did it

  13. 1stworldproblems
    2 May 12
    1:45 pm

  14. I thought it was a great campaign and generated a lot of a buzz!

    Parala and Logic – I bet you still take the freebies??!

  15. Kathryn McArthur
    2 May 12
    1:58 pm

  16. So many Martin Place stunts are (i) advertising “noise” and (ii) inconvenient to circumnavigate their spruikers. This time city workers walked away with something they love – thank you Arnotts !

  17. Advocate of involvement
    2 May 12
    2:03 pm

  18. Love it. More magically than Cadbury joyville.

  19. Sierra Papa
    2 May 12
    2:49 pm

  20. Logic – why not use Martin Place as an advertising space?

  21. Social House Media
    2 May 12
    11:58 pm

  22. Seriously, why don’t we get cool things like this in Melbourne?

  23. Derek
    3 May 12
    12:18 am

  24. Glad to see Sydney City Council has found a way to make even more money – sell public space to advertisers! I like to think I am young-at-heart but seeing grown adults running around getting tim tams off trees and taking pics with their phones to post on their facebook page just looks sad! Winner: Campbells Soup Company (owner of Arnotts) Loser: me trying to find a seat to eat my lunch