We thought, what better way to get people to enjoy an Arnott’s moment than to get comedians to uncover those funny little insights about these rituals in ways that we may never have thought of ourselves but can all relate to.The next step was creating the Arnott’s Comedy Club to showcase Australia’s top comedians and their funny insights in a series of live stand-up events. These routines then appeared on the Arnott’s Comedy Club website where people could share their own Arnott’s moment with others to win big cash prizes.

We achieved our overall target reach with the campaign within the first week of the promotion, and over the course of the campaign we surpassed this target by 539%.This lead to a significant growth in sales as one in three visitors to the site entered the competition to share their own Arnott’s biscuit rituals with others.