Arnott’s unveils Bluey biscuit collaboration via Publicis Groupe’s Arc

Arnott’s has paired up with much-loved children’s TV character, Bluey, to launch a new biscuit collection, with shopper marketing and a social media campaign handled by Arnott’s Publicis Groupe power of one solution, The Neighbourhood.

The “Arnott’s x Bluey” campaign is headed by Publicis’ shopper marketing agency, Arc, along with Saatchi & Saatcchi, Spark Foundry and Herd MSL as part of The Neighbourhood team.

The new range marks the first appearance of the the blue heeler character in the snacking aisle, with the partnership aiming to fill a gap in the market for healthier packaged snacks for children.

However, it is not the first-time the popular children’s character has featured in a campaign, having recently starred on Play-Doh and Monopoly products for Hasbro, as well as becoming the first-ever Australian brand to feature on Colgate products.

Krishma Sood, Arnott’s marketing manager, said: “The joy of consuming an Arnott’s biscuit has been synonymous with childhoods for decades. Many Australians grew up with Tiny Teddy or eating Milk Arrowroot with their grandparents. Our Arnott’s collaboration with Bluey takes this fun and excitement to a whole new level for a new generation of families – with two iconic, well-loved Aussie brands that bring smiles to the faces of children. We are extremely excited to launch this range in partnership with the BBC and are already seeing incredibly strong results in market… wackadoo!”

Corinne Heffernan, Arc general manager, said: “We are incredibly proud to create theatre and disruption instore, and to deliver on a shopper need from parents seeking delicious snacks their kids will want to eat again and again. While our campaign will do an excellent job of driving awareness of this collaboration, we have no doubt these biscuits will sell themselves.”

The new range comes a month after Saatchi & Saatchi, as part of The Neighbourhood, and Arnott’s launched a masterbrand campaign celebrating the snacking moments that have help Arnott’s to connect generations.


The Neighbourhood

Shopper Marketing and POS: Arc
Creative: Saatchi & Saatchi
Media: Spark Foundry
PR: Herd MSL


Chief Marketing Officer – Jenni Dill
Marketing Manager – Krishma Sood
Culinary Chef – Vanessa Horton
Shopper Marketing Manager – Nancy Restifo


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