Arnott's New Zealand – Vita-Weat

Category: Single Channel Focus Campaign
Agency: Y&R
Advertiser: Arnott's New Zealand Ltd


This is the story of a mouse that roared. A mouse that wrestled marketing control from Australia back into New Zealand hands.

Our challenge was like being stuck between a rock and a hard place – grow to be the number one cracker – but with only enough marketing investment available to pull one communications lever, and only one chance to get that right.

Our execution – break all the category conventions by using a cute mouse who chooses Vita-Weat over cheese. Surprisingly different and surprisingly tasty.

The result – exponential growth, a strong platform for NPD launches, and ongoing local marketing control. No change to a product that people thought tasted like cardboard, and yet with a single channel message, people now thought it tasted great.