Effies
Australia
A Very Tasty Year: How Little Moments Delivered Even Bigger Bikkies for Arnott’s in 2024
Agency
Saatchi & Saatchi Australia, Spark Foundry
Client
The Arnott's Group
Awards
Silver
Food and Beverage Brands
Finalist
Return on Investment
Summary
Over three years, the Arnott's Masterbrand campaign used 'compound creativity' to generate accelerating commercial impact despite significant challenges. To counter a persistent price premium and reduced media share of voice, the brand united its portfolio under one emotional idea focused on 'moments that matter'. By consistently delivering and optimising this message, the brand defended its price and demonstrated how an emotionally-led, long-term brand strategy can overcome market pressures and deliver consistent and growing returns.
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Credits
| Llew Griffiths | Executive Producer | MOFA |
| Helen Morahan | Producer | MOFA |
| Shelley Farthing-Dawe | Cinematographer | MOFA |
| Sam Holst | Director | MOFA |
| Toby Aldred | Author / Managing Director | Saatchi & Saatchi, part of The Neighbourhood |
| Tim Mottau | Head of Strategy | Saatchi & Saatchi, part of The Neighbourhood |
| Emily Walker | Senior Account Director | Saatchi & Saatchi, part of The Neighbourhood |
| Michael Barnfield | Creative Director | Saatchi & Saatchi, part of The Neighbourhood |
| Imogen Hewitt | CEO ANZ | Spark Foundry, part of The Neighbourhood |
| Edwina Pardede | Media Client Director | Spark Foundry, part of The Neighbourhood |
| Mackenzie Cowan | Media Client Manager | Spark Foundry, part of The Neighbourhood |
| Vanessa Winley | Trading Director | Spark Foundry, part of The Neighbourhood |
| Cleo Lam | Trading Director | Spark Foundry, Part of The Neighbourhood |
| Ranita Cowled | Author / Business & Marketing Director | The Arnott’s Group |
| Jenni Dill | Chief Marketing Officer | The Arnott’s Group |