Case History Database

This paper shows how Arnott’s not only rode out a post-Covid pricing storm, but prospered, through a masterbrand approach that tied a broad portfolio together under one binding thought. It focused on an aspect of brand advertising that is hugely important but rarely written about: its defensive role. In particular, its ability to reduce price sensitivity. This case demonstrates that emotional and top-of-funnel activity can bite immediately if you get your strategy right: Arnott’s focused on moments of real value post-Covid isolation, reignited distinctive Arnott’s rituals, and pulsed regularly through TV. Rather than sales dropping off a cliff, we didn’t see a flight to private label or branded competitors. Instead, Arnott’s managed to maintain volume, grow value sales and increase share. So grab a cuppa and a Milk Arrowroot/TeeVee Snack/Tim Tam, download the case study, and dunk right in.

Toby Aldred	Author / Chief Client Officer	The Neighbourhood
Iona Macgregor	Author / Chief Strategy Officer
Mackenzie Cowan	Author /Media planning executive	Spark Foundry
Ranita Cowled	Author / Business & Marketing Director	Arnott’s
Simon Bagnasco	Executive Creative Director
Michael Barnfield	Creative Director
Kerem Sekerci	Creative
Mac Wright	Creative
Peter Pippen	Strategist
Rene Shalala	Agency Producer
Marrion Bell	Media Client Director	Spark Foundry
Edwina Pardede	Media Associate Client Director	Spark Foundry
Fraser Johnston	Media Client Manager	Spark Foundry
Jasmyn Bridge	Media coordinator	Spark Foundry
Helge Gruettke	Chief Client Officer	The Neighbourhood
Emily Walker	Senior Account Director	The Neighbourhood
Eddie Moult	Senior Account Manager	The Neighbourhood
Sam Holst	Director	MOFA
Llew Griffiths	Executive Producer	MOFA
Helen Morahan	Producer	MOFA
Shelley Farthing-Dawe	Director of Photography	MOFA
Phoebe Taylor	Editor	ARC EDIT
Jenni Dill	Chief Marketing Officer	Arnott’s