Arnott’s brand Tim Tam is filming a TV ad at Martin Place today, with an ‘orchard’ where the famous biscuits are hanging from trees.
The idea was taken from Tim Tam’s Facebook page, where consumers – who will be filmed in the TV ad – said their wish was for the biscuits to grow on trees.
The Truly, Madly Tim Tam Orchard will see more than 30,000 Tim Tam biscuits hanging from trees in Martin Place until 7pm this evening.
The campaign, devised by PR and experiential marketing firm Mango and DDB Sydney, comes just a fortnight after Lego erected a pop-up forest at Martin Place to celebrate the toy-maker’s 50th year in Australia.
A Tim Tam TV commercial, based on the activation, will air on Sunday 20 May.
The campaign is to centre around the brand’s Facebook page, according to Susanna Polycarpou, group marketing manager at Arnott’s.
Polycarpou said: “We’ve harnessed the wild imaginations of our most passionate fans to create this magical and wonderful orchard for Sydney-siders to enjoy. It doesn’t end here either – we’ll be continuing to celebrate the magical love for the brand and share the passion with Australia. Watch this space.”