News

Arnott’s Tim Tam partners with Qantas as it starts 50th anniversary celebrations

TimTam_Winton_50 Anniversary2Arnott’s Tim Tam has kicked off celebrations for its 50th anniversary with an activation from DDB Group Sydney that saw the brand partner with Qantas to reunite friends and family from the remote town of Winton in Queensland.

The partnership saw people from across Australia and as far away as the UK travel to the small town in central western Queensland on a Tim Tam branded Qantas charter plane so they could reconnect.

The reunion will form the basis for the next television commercial, with online and print executions to support the campaign that rolls out from March 10.

DDB Group Sydney creative director Jen Speirs said in a statement: “Since launching our more socially-connected campaigns for Tim Tam, Australian’s have really grown to love them. We knew that when it came to the 50th Anniversary – we had to go bigger, better and more surprising than ever.”

Tim Tam 50 Pack render goldAs part of the brand’s 50th celebrations, Arnott’s is also launching a “50 flights in 50 days” on-pack promotion which gives consumers the chance to win a Qantas flight to reconnect with friends and family across Australia.

Arnott’s brand director Susanna Polycarpou said in a statement: “The humble Tim Tam inspires love beyond reason in Australians and has done for 50 years now. What has elevated it to ‘icon status’ is difficult to articulate but we know that in the hearts of Aussies; it’s more than just a chocolate biscuit.

“It’s definitely the unique and irresistible Tim Tam layers that set us apart. We think it’s also about the connections made when you open a pack and share with friends or family. Whatever it is, together with our fans – we’ll be celebrating 50 extraordinary years throughout 2014 and we look forward to sharing it via this integrated campaign.” 

Credits:

DDB:

  • ECD: Dylan Harrison
  • Creative Director: Jen Speirs
  • Art Director: Nadia Ahmad
  • Copywriter: Julia Spencer
  • Managing Director Strategy and Innovation: Leif Stromnes
  • Managing Partner: Kate Sheppard
  • Account Director: Alex Ball
  • Community Manager: Leighanna Webb

TV production:

  • Head of Onscreen Production: Brenden Johnson
  • Senior Editor: Mark Perry
  • Production Coordinator: Rebecca Whitehead

PR & Experiential – Mango:

  • MD: Claire Salvetti
  • Senior Executive Producer: Brooke Pilton
  • Account Director: Ella Tacchi

Production Company: Sergeant Major

  • Producer: Ashley McLeod

Media: MEC

  • Group Business Director: Tony Newbie
  • Business Director: Rebecca Twist
  • Digital Director: Thomas Lyngsfeldt
  • Associate Manager: Jeremy Pope

Campbell Arnott’s:

  • Vice President Marketing, APAC: David McNeil
  • Global Communications Manager: Nicole Thompson
  • Brand Director: Susanna Polycarpou,
  • Marketing Manager, Tim Tam: Leigh Coleman
  • Brand Manager, Tim Tam: Laura Hindson
ADVERTISEMENT

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing