CLIENT
Campbell Arnott's
Matthew Grant , Marketing Manager
Amy Wagner , Senior Communications Manager
Claire Kesby-Smith, Marketing Manager
Michelle Foley, Marketing Director
AGENCY
Rob Harding-Smith, Planning Director
Cate Stuart-Robertson, Managing Partner
Rachel McEwen, Senior Account Manager
Isabella Timar, Account Manager
Matilda Treloar, Planner
Darren Wright, Creative Director
Ben Coulson, Chief Creative Officer
David Mardon, Executive Creative Director
James Neale, CEO
Katie Long, Managing Partner
Adam Terrey, Creative Director
Lead Design, Ben Morgan
Ann-Marie Morgan, Finished Artist
Wavemaker
Jamie Connolly, Group Business Director
Porter Novelli
SUMMARY
This is the case-study of how Tim Tam, Campbell Arnott’s hero chocolate biscuit, managed to regain significant market share in a deflationary and aggressive environment over the winter of 2018.
Using a combination of brand and shopper, by bringing back the Tim Tam Genie, we helped long term brand metrics and put Tim Tams back on Australian shopping lists, which is no easy feat where 50% of volume is sold on impulse. This marked the winter of 2018 as not only the end of 1.5 years of decline but the start of a larger turn around.
