Advertiser: Arnott’s Biscuits
Campaign: Tim Tam Time
Objectives: Raise awarenss of the Tim Tam flavour range; leverage the Tim Tam brand; show off Tim Tam’s cheeky personality; make Tim Tam the preferred brand of choice, in an original way.
Elements: Fairfax came up with the concept of a biscuit occassion that linked with Fairfax media consumption time, inventing cheeky ways of interrupting readers and encouraging them to indulge. TV listing strips that gave programme information while showing off the flavour range ended with the thought ”tonights TV would be even better with a Tim Tam” . Each execution was specifically designed to provide synergy with the editorial environment.
Results: The campaign provided a sales lift over the period when little else was happening with the brand at trade level. Tim Tam sales increased steadily week on week for the six week campaign period resulting in double figure growth. Fairfax’s concept was so well received that they were awarded the entire (and increased) budget.
for more information: pip.simeon@fairfaxmags.co.nz
“Fairfax understood the brief fully and responded with an integrated media idea”
Lee Griffiths, Media Group Head
Mediaedge:cia
We have had a great reaction from this campaign – it has improved brand perception and led to an increase in sales
Rebecca Lowe, Tim Tam Brand Manager, Arnott’s NZ Ltd
