Food & Beverages
Reverse decline of total Arnott’s biscuits -1% YOY (Dec ‘15) by making biscuits more relevant to Kiwis with a decreased media investment YOY.
Remove reliance on heavy discounting by continued growth of baseline sales.
Pre-campaign YOY baseline
Total Arnott’s +5.8%
Key portfolio products
Tim Tam +9.7%
In 2016 the biscuit category in New Zealand was stale. Mainstream biscuits and crackers, cupboard staples for generations, were being overlooked.
Driven by innovation and the growth of different snacking options, the biscuit category was awash with more interesting or permissible snacking products.
New brand and product launches drove increased investment in sweet and savory snacking with category ad spend +10% YOY, but with Arnott’s budgets down 30% YOY, old favourites were increasingly left off the subconscious shopping list.
This was bad news for Arnott’s, whose brands were being substituted by broadening snacking repertoires and were hardly living up to their company ethos: ‘there is no substitute’.
Unable to accept that this was the way the cookie would crumble, they needed something big to arrest decline across all brands. Years of spending at a brand level combined with a shrinking share-of-voice, drove the decision to resurrect the entire Arnott’s portfolio via a master-brand approach.
Marketing Challenge: Reverse YOY sales declines and re-establish Arnott’s by making biscuits relevant to modern day Kiwi life.
To make the challenge harder, a master-brand approach meant appealing to a broad and varied target audience, with products that fit a range of different mindsets.
It’s true that absence makes the heart grow fonder. Research confirmed our insight that while still beloved if a little forgotten; biscuits would be far more conspicuous by their absence than their presence.
What would happen if NZ’s favourite biscuits were suddenly absent from everyday life?
With multiple audiences to appeal to and several products to feature, the standard FMCG strategy using a 30” ad at 300 Tarps per week wasn’t going to cut it.
Our communications strategy was to dramatise the disappearance of biscuits from life as we know it, making them the hero of a story that felt as big as a feature film.
Every media moment had to become a talking point; earning us a disproportionate amount of attention, creating earned momentum through to purchase. We needed to capture the attention of the nation: fast tracking scale and resurrecting the love for Arnott’s brands quickly.
National heroes, scale, attention-grabbing and a NZ-wide appeal. Only one thing in NZ delivers all these things: the mighty All Blacks, the world’s #1 rugby team and the darlings of the nations’ media.
With as many social media followers as the entire NZ population, the All Blacks were the best partner to leverage the scale we needed. But with 30+ sponsors the number of ‘black-washed’ products to outshout was massive.
Our focus on biscuits as the unsung hero of the pantry uncovered untapped potential in approaching the All Blacks. By partnering with their unsung hero, legendary coach Steve Hansen, we could steer clear of typical sponsorship activity.
We were on a mission to tell the story of unsung heroes and missing biscuits. So why not take our strategy literally and make an epic movie.
Introducing: Apocalypse Steve Hansen – Don’t Lose Your Biscuit.
A film starring Steve Hansen, Zoe Bell (of Tarantino fame), All Blacks players and a whole lot of ‘absent’ Arnott’s biscuits that have supposedly sparked a world-wide apocalypse.
Every media moment was designed to replicate a movie release: ads became trailers, consumer promotions became auditions, money can’t buy prizes became red-carpet film star moments: all designed to sell all the way through to the biscuit packet on shelves.
The apocalypse hit with two 60 second film trailers in TV, Cinema and YouTube offering alternate theories as to how the All Blacks’ shortage of biscuits may have caused the apocalypse. In an instant we had re-ignighted Kiwis love of biscuits.
“Movie posters” emerged on billboards, buses, mall doors and cinema nationwide.
Overnight the phrase “never, ever lose your biscuit” was adopted into the Kiwi vernacular, and biscuits had stolen the Nation’s attention. In an All Blacks press conference, Steve and two players were questioned about ‘losing their biscuit’, which was televised Nationwide.
Next our heroes launched a rallying cry across the web for Kiwis to play their “part” in the film, completely subverting typical consumer promotions associated with the All Blacks and allowing Arnott’s to steer clear of the ‘black-washing’ approach to on-shelf activation.
Instead, Billboards were erected featuring the All Blacks who’d made the cast, in the outlandish roles they’d be playing in the film.
To launch with a bang, the film was featured as the top content on NZ’s largest video site, YouTube. Finally, the film hit the big screen in cinema’s all over the country as a special feature, giving Kiwis the chance to see how biscuit traces led our hero’s to the save the world.
Lead Media Agency