Arnott's Biscuits Brand Campaign "Michael & Jessica"

Arnott's identified the dangers it faced in an increasingly fragmented, low loyalty market and moved decisively to address them.

 

Advertising Effectiveness Winner:

Arnott's Biscuits Brand Campaign 'Michael & Jessica'

Agency: Bates Advertising

The Judges said:

Without question, the biscuit category is tough to get consumers interested in. It demonstrated intelligent use of research, sound strategic thinking, but also fleetness of foot to extend the campaign as momentum developed.

When you're in second place in a category beset by declining margins, with new entrants determined to erode your market share, it takes more than a cup of tea and a bikky to make things better.

For biscuit maker Arnott's, these issues were compounded by consumer perceptions which saw its...

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