Collaboration Between Tim Tam and Gelato Messina Sparks Mayhem
Campaign created by TKT Sydney.
Arnott's Tim Tam has created a new campaign via
creative agency TKT Sydney, that playfully embraces the hyperbole and
mania surrounding its latest collaboration with the demigods of dessert,
The campaign and visual treatment is intended to
deliver news so
fist-pumpingly-all-the-exclamation-points-combined-amazing, the public
will literally be crippled with excitement.
The new work, which
aims to generate social conversation and word-of-mouth recommendations,
comprises nationwide OOH, a bespoke Snapchat lens and an ongoing
editorial partnership with the Daily Mail Australia.
The significant partnership with Sydney's Messina is the second
chef-inspired range from Tim Tam, having previously worked with Adriano
According to Tim Tam marketing manager, Claire
Kesby-Smith, the launch of a new product is not only intended to drive
sales, but to renew brand love through PR and social activity.
Says Kesby-Smith: "This
new generation of Tim Tam is one of our most exciting and innovative
yet. Gelato Messina is leading the way in the Aussie gelato movement,
and we're thrilled to pair their expertise with Australia's most-loved
chocolate biscuit. To stay relevant, it's crucial that iconic brands
like Tim Tam continue to reinvent themselves through trend-driven
innovations and partnerships."
cues from the gelato flavours that have made Messina the darlings of
Australia's food scene, the new range consists of four rich, whipped and
creamy gelato-inspired Tim Tam biscuits including: Choc Mint, Salted
Caramel & Vanilla, Coconut & Lychee and Black Forest.
herald the arrival of the new range, Sydney's food scene gathered at
Messina's HQ in Rosebery last week to attend a launch event attended by
Katherine Sabbath and Anna Polyvou. Early reaction to the campaign has
been strong, with reactions on social media reflecting the tone of
language used in the campaign imagery.
creating the new range, Tim Tam took the culinary team from Messina
into the secret kitchens of its famed bakeries and taught the gelato
chefs the art and science of Australia's favourite biscuits.
Says Declan Lee, co-founder, Gelato Messina: "When
Arnott's approached us about creating gelato-inspired Tim Tam flavours,
it was pretty exciting and quite a privilege. It was a new challenge for us -
making gelato is one thing - and making a biscuit that tastes like that
gelato is another."
Agency: TKT Sydney
Creative Director: Ben Clare
Creative team: Daniel Walton, Adam Smith
Managing Partner: Cate Stuart-Robertson
Senior Account Director: Hanne Haugen
Account Manager: Laura Martin
Account Manager: Rachel McEwen
Planning Director: Giacomo Groff
Head of Craft: Daniel Mortensen
Designer: Megan McPhail
Junior Designer: Dave Kirk
Print Producer: Paul Whelan
Group Account Director: Phillipa Thomas
Public Relations Account Executive: Kaitlin Coleman
Media Partner: MEC
Production company: The POOL COLLECTIVE
Photographer: Danny Eastwood
Executive Producer: Cameron Gray
Producer: Jemma Douglas
Food stylist: Gemma Lush
CMO: David McNeil
Marketing Director: Nik Scotcher
Marketing Manager Claire Kesby-Smith
Brand Manager: Clementine Churchill
Global Communications Manager: Nicky Thomsonview more - CreativeClemenger BBDO Sydney, Thu, 09 Feb 2017 04:03:29 GMT