Mid August sees the Campbell Arnott’s snack brand release ‘Moments That Shape The Game’: a light-hearted, multi-spot campaign promoting Arnott’s Shapes.
Leveraging the upcoming football season final series and international rugby matches in both Australia and New Zealand, the campaign encourages viewers to share the enjoyment of Arnott’s Shapes with mates and family during the footy and rugby seasons through a set of sports-themed commercials.
The spot series was created by Publicis Groupe’s new ‘Power of One’ agency model (which links specialty services and multi-discipline marketing expertise from across the group).
Launching on 20 August and spanning broadcast television and social media in both countries the series includes spots called ‘Half Time’,
‘No Substitute’,
‘Warm Up’,
‘Offside’,
‘Minor Score’,
‘Taste Of Victory’,
‘Intercept’,
and ‘Feeding The Backs’.
“We are excited to release our first major piece of creative work in partnership with the Publicis Groupe,” trumpeted Campbell Arnott’s VP of marketing in Asia Pacific and global brands David McNeil at the campaign PR launch.
“We look forward to getting behind Australia and New Zealand’s fever and passion for football season finals, enhanced by their love of Arnott’s Shapes.”
Rebecca Carassco, deputy ECD at Publicis Groupe added: “When you have an iconic brand like Arnott’s Shapes getting behind such an iconic moment in our ANZ culture, there’s really only one responsible approach… And that’s to have fun with it!”
‘Moments That Shape The Game’ is the first major marketing initiative from parent company Campbell Arnott’s since it chose Publicis Groupe as its central agency in March 2018.
The work was developed for Campbell Arnott’s chief marketing officer David McNeil, marketing director Sarah Ryan and communications managers Linda Abbott and Amy Wagner by a Publicis Groupe agency team from under The Neighbourhood.
This team included deputy ECD Rebecca Carrasco, chief strategy and integration officer Kate Smither, associate creative directors Flavio Fonseca and Piero Ruzzene, creatives Michael Barnfield and Michael Dole, business lead Melanie Portelli, senior business director Laura Hawdon, business manager Dan Beer, project manager Kirsty Chase and producer Kirsten Caly.
Production and Post was handled by Prodigious, the director was Jesse James McElroy and the editor was Sam Bruce
Comment:
Not exactly ground-breaking creative, but engaging all the family and spanning demographic groups across thee thw two countries is no easy task.
Earlier in the year Campbell Arnott’s awarded Publicis Groupe its whole brand communications business across the Asia Pacific region across all silos of the marketing mix from creative, strategy, media planning and buying, to PR and shopper marketing.
One can only wonder whether this is a recipe for middle of the road work.
The Activative team’s recent Arnott’s Biscuits work was a 2017 commercial starring All Blacks coach Steve Hansen.
His acting debut saw him clad in biker boots and leathers and sitting astride a motorcycle for a 2017 commercial (running in cinemas and television) called ‘Apocalypse Steve Hansen – Don’t Lose Your Biscuit’.
Apocalypse Steve Hansen "Don’t Lose Your Biscuit" from MESHFX on Vimeo.
Links:
Campbell Arnott’s
https://twitter.com/ArnottsBikkies
https://www.facebook.com/ArnottsBiscuits
https://www.instagram.com/arnottsbiscuits/
https://www.youtube.com/channel/UCCtBRzwWWpdKKJn0s31QPig/feed
https://www.campbells.com/anz/
Publicis Groupe
