‘The integration starts on screen but is designed to live beyond that’: Arnott’s expands partnership with The Block
Arnott’s has expanded its partnership with Channel Nine’s The Block for a second year, this time incorporating both in-show editorial and offline Arnott’s-owned promotions.
The deal was brokered by Spark Foundry Australia, part of Publicis Groupe Australia’s The Neighbourhood.
The Arnott’s ‘Tradie Treat Trailer’ will “frame on-set Arnott’s snacking moments and will be used by Arnott’s in off-network activations throughout the series and beyond”, while Arnott’s Big Bikkies’ $10,000 bonus for a perfect ten will be delivered by Scotty Cam in an Arnott’s Big Bikkie biscuit toolbox.
The promotion will also run on Arnott’s owned channels and offering the public a chance to win the same Big Bikkie tool tin, filled with overflowing Arnott’s product and a $1,000 gift card.
“Our ambition with The Block is to seamlessly integrate the nation’s favourite biscuits into one of the nation’s favourite programmes,” said Jenni Dill, CMO of The Arnott’s Group.
“The integration starts on screen but is designed to live beyond that by creating a seamless connection between the show and Aussies right around the country.
Toby Aldred, chief client officer for The Neighbourhood, added: “Integrating into editorial is one of the most effective ways to deliver attention to your brand and deserves the same level of creative thinking as traditional in-break assets.
“The Block has over 1,000 moments of integration, so making sure your moments are delivered distinctly is incredibly important. Our ambition with Arnott’s is to add to the theatre and fun of the show; we hope we’ve achieved that.”
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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