Arnott's has launched the next phase of its 'Truly Madly Tim Tam' campaign with a TV and social-led execution involving its fans.
The campaign is centred around its new Chocolicious Bites brand extension, and asks its 163,000 Facebook fans to decide whether the Bites are more 'chocolate' or 'biscuit'.
The strategy is based on findings from the first round of taste tests where people were divided over the question. A voting mechanism has been added to the Tim Tam Facebook page.
The TV ad, which debuted on 20 October, features 11 fans sourced via the brand's Facebook page.
“With the launch of Tim Tam Chocolicious Bites we will continue to celebrate the passion of Tim Tam fans in everything we do and we're excited to reward Tim Tam's biggest fans by including them in this campaign,” said Arnott's brand director Susanna Polycarpou.
She added: “When we asked Tim Tam lovers what they thought of the new Tim Tam Chocolicious Bites there was an immediate and passionate divide between chocolate or biscuit, the campaign harnesses this and hands it over to Australia to decide.”
The campaign was created by DDB Sydney.
The 'Truly Madly Tim Tam' positioning was launched in May last year with an experiential campaign in Sydney's Martin Place which featured a tree 'growing' Tim Tams.
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