Arnott's Biscuits: Australia's Favourite Biscuit

DDB Sydney, Tribal DDB and Mango Communications have held comedy nights and created an online comedy club for Australia’s oldest and most loved biscuit company, Arnott’s. The fully integrated campaign breaks free from the use of traditional forms of media to connect with a larger audience by using some of Australia’s favourite comedians to uncover the universal truths about people’s love for the biscuits and the ways they eat them. The comedy nights and website provide the Australian public a new way to interact with the brand and the biscuit rituals. The comedians provide content that is unashamedly about Arnott’s but packaged in a surprising and relevant manner. Visitors to the site can watch the live routines, download or email them on and also join in the promotion to win $10,000 cash. DDB Executive Creative Director Matt Eastwood says “Everyone loves a good laugh and we like the idea of using a comedian’s funny little insights about their own biscuit rituals that we may never have thought of but can all relate to. The use of comedians draws people in without their defences up so that they can engage with a brand they’re very familiar with in a new way, as they’re not experiencing it in a traditional advertising format. ”
The Arnott’s Comedy Club is being promoted via a national radio campaign made out of snippets from each comedians live on-stage performance, emailable movies of each comedians live routine and online banners, bill posters and eDM. Running in conjunction with the campaign is a national online & radio promotion inviting visitors to the online comedy club to share their own Arnott’s moments to win big bikkies. Within the first week, Australians have actively shared nearly 4,000 biscuit rituals with weeks still left until the deadline. It’s hoped these early signs of success help support the client’s ultimate goal of making this a regular event that can grow each year with many more comedians already in the waiting line.