Arnott’s launches new masterbrand campaign via Saatchi and Saatchi

Arnott’s has launched a new masterbrand campaign created by Saatchi and Saatchi, part of Publicis’ power of one solution, The Neighborhood.

The ‘moments’ campaign celebrates Arnott’s range of sweet and savoury brands that have become iconic to many generations of Australians.


The campaign features key brand ‘moments’, such as 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 launched with a 60-second spot that plays out each of these moments, set to a nostalgic soundtrack. The creative poses the message that ‘For life’s little moments, there is no substitute’. Shorter, 30- and 15-second iterations of the TVC will also feature in the campaign, as well as online video and social media.

Other Assets:

Little Moments A 30″:
Little Moments B 30″:

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.”

Arnott’s first appointed Publicis Groupe to handle its creative, media and PR accounts in 2018. The Arnott’s account later became The Neighborhood, a Publicis power of one solution comprising of encompassing talent from multiple Publicis agencies – including Saatchi & Saatchi, Spark Foundry, Herd MSL, Digitas, Arc and Prodigious.


Publicis Groupe
Executive Creative Director (Saatchi & Saatchi) – Simon Bagnasco
Creative Director (Saatchi & Saatchi) – Michael Barnfield
Creative team (Saatchi & Saatchi) – Kerem Sekerci & Mac Wright
Strategist (Saatchi & Saatchi) – Peter Pippen
Agency Producer (Saatchi & Saatchi) – Rene Shalala
Media Associate Client Director (Spark Foundry) – Edwina Pardede
Media Client Manager (Spark Foundry) – Fraser Johnston
Media planning executive (Spark Foundry) – Mackenzie Cowan
Media coordinator (Spark Foundry) – Jasmyn Bridge
Chief Client Officer (The Neighbourhood) – Helge Gruettke
Account Director (The Neighbourhood) – Emily Walker

Production Company: MOFA
Director: Sam Holst
Executive Producer: Llew Griffiths
Producer: Helen Morahan
DOP: Shelley Farthing-Dawe
Editor: Phoebe Taylor @ Arc Edit

CMO – Jenni Dill
Marketing Director – Ranita Cowled
Marketing Manager – Pauline Mercier


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