Boris Johnson, top secret recipes, and the evolution of Arnott’s marketing
Boris Johnson referencing your brand as an example of free trade in a political power play is an opportunity not many marketers would pass up. Arnott’s certainly didn’t, and a new flavour of Tim Tam could be on its way thanks to the exchange. Mumbrella’s Zoe Wilkinson spoke with director of PR, social and digital, Amy Wagner, about how lockdown has produced Arnott’s most successful PR campaign, tight turnaround on a new biscuit and the evolution of its marketing strategy.
It’s 8pm on 17 June and the team at Arnott’s has learned that the UK Prime Minister, Boris Johnson, has produced a family pack of Tim Tams as a symbol of the nation’s free trade with Australia.
Within 12 hours, Arnott’s and its creative agency The Neighbourhood, part of Publicis, had conceptualised and created ‘The British Collection’ campaign concept, inviting Australians to vote for a British-inspired Tim Tam on its Instagram page.
It was an opportunity the brand could not pass up, said Amy Wagner, director of PR, digital and social at Arnott’s.
“We were delighted when Boris Johnson referenced providing Arnott’s Tim Tams to the British people and said they could no longer be deprived of the opportunity to have [one],” she said.
