Tim Tam debuts first major UK campaign with cheeky ‘upside-down’ billboards
Tim Tam has launched its first major UK campaign with independent creative agency Insiders — using upside-down billboards to announce that the cult favourite is now available nationwide.
The announcement:
Tim Tam, the beloved Australian chocolatey biscuit, has launched its first major campaign in the UK with local independent creative agency Insiders, to let biscuit-loving Brits know they can now get their hands on Tim Tam nationwide.
Since launching in UK supermarkets in March 2024, Tim Tam has become the fastest-growing biscuit brand in the UK*.
However, research with challenger agency Brand Hackers revealed that while many Brits know the brand, most didn’t know it is available to buy right here at home.
The clever campaign sees billboards across the UK hung upside down, playing on the idea of ‘down under’, and looking to quite literally “turn heads”. The work also makes use of an inbuilt brain response to try and fix things that look like a mistake, such as an upside-down billboard.
The media for the campaign was strategically planned and brought to life in partnership with Zenith UK. The creative uses Tim Tam’s signature chocolate-brown packaging, close-up visuals and witty copy to drive recognition and taste appeal.
“We know Brits love Tim Tam,” said Amber Dutkiewicz, market development manager – UK&I at Arnott’s. “They’ve long been a cult favourite brought back in suitcases by Aussie friends and relatives. But many didn’t realise they’re now available in their local supermarkets.
“As Tim Tam biscuits are now available nationwide, we wanted something bold and unmistakably Aussie. Insiders nailed it – the ads are cheeky, unmissable and quirky – there’s something about a 5 foot high close up of a Tim Tam, even upside down, that can’t help but make you want one…”
Josh Clarricoats, co-founder at Insiders, added:
“In Australia, Tim Tam is a nationally beloved brand – but in the UK, they’re a challenger in a market that really loves its biscuits. So we needed something that would really stand out and instantly communicate brand availability.
“Creative works really hard – both boosting brand recognition through core assets, close ups, pack shots and colours, but also playing with the idea of the ‘orienting response’ – the brain’s way of stopping you in your tracks when you see something unexpected. An upside-down billboard forces people to pause, process, and ‘fix’ it in their minds. And then hopefully, buy a pack or two next time they are doing their weekly shop.”
Lottie Unwin, founder of Brand Hackers, said:
“So many campaigns skip the insight stage, but that’s where the magic should start. With Tim Tam, we went deep on the UK biscuit market – the insights didn’t sit in a deck but drove the whole campaign. This is the sweet spot: strategy and execution moving together.
“Now, I can’t wait to see more Brits get their hands on Tim Tam.”
Tim Tam biscuits are now widely available across the UK, stocked in Tesco, Waitrose, Sainsbury’s, Ocado, Amazon, and Morrison’s. With over six delicious flavours on shelves, they’re quickly becoming a beloved treat among Brits.
North Star powered by Circana | UK Total Market | Total Sweet Biscuits | Unit Sales ≥ 1.7m | L26we to 09.08.25 vs PP
Credits
Client – Tim Tam
Creative agency – Insiders
Research and strategy – Brand Hackers
Media – Publicis
Source: Waterfall PR
