Tim Tam has launched in the UK with an upside down OOH campaign via Zenith.
“We know Brits love Tim Tam,” said Arnott's market develop manager - UK&I, Amber Dutkiewicz.
"They’ve long been a cult favourite brought back in suitcases by Aussie friends and relatives. But many didn’t realise they’re now available in their local supermarkets.
“As Tim Tam biscuits are now available nationwide, we wanted something bold and unmistakably Aussie.
"Insiders nailed it - the ads are cheeky, unmissable and quirky - there’s something about a 5 foot high close up of a Tim Tam, even upside down, that can’t help but make you want one...”
Since launching in UK supermarkets in March 2024, Tim Tam has become the fastest-growing biscuit brand in the UK, according to Brand Hackers.
While many people in the UK know about Tim Tam, not many know you can buy it.
“In Australia, Tim Tam is a nationally beloved brand - but in the UK, they’re a challenger in a market that really loves its biscuits," said Insiders co-founder Josh Clarricoats.
"So we needed something that would really stand out and instantly communicate brand availability.
“Creative works really hard - both boosting brand recognition through core assets, close ups, pack shots and colours, but also playing with the idea of the ‘orienting response’ - the brain’s way of stopping you in your tracks when you see something unexpected.
"An upside-down billboard forces people to pause, process, and ‘fix’ it in their minds. And then hopefully, buy a pack or two next time they are doing their weekly shop.”
Tim Tam biscuits are now available across the UK, stocked in Tesco, Waitrose, Sainsbury’s, Ocado, Amazon and Morrison’s.
“So many campaigns skip the insight stage, but that’s where the magic should start," said Brand Hackers founder Lottie Unwin.
"With Tim Tam, we went deep on the UK biscuit market - the insights didn’t sit in a deck but drove the whole campaign. This is the sweet spot: strategy and execution moving together.
“Now, I can’t wait to see more Brits get their hands on Tim Tam."
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