Arnott’s range of biscuits were popular NZ classics, but the shelves were awash with more interesting or permissible snacking alternatives. Sales had gone stale.

Investment across the category increased (+10% YOY), but Arnott’s budgets had shrunk, (-30% YOY), reflecting the drop in annual sales revenue.

The Arnott’s range includes 15+ different biscuits and savory crackers. Previously these products had been promoted individually. But with shrinking budgets - the decision was made to resurrect the entire portfolio via an Arnott’s master-brand approach.

Goal: Reverse YOY sales declines and re-establish Arnott’s relevance to modern day kiwi life.

A master-brand approach meant appealing to a broad and varied target audience, with products that fit a range of different mindsets.

Challenge: Leverage Arnott’s sponsorship of the All Black’s rugby team

Business Objective: Achieve +3% sales growth across Arnott’s portfolio

Reach and Engagement: Reinstate Arnott’s as New Zealand’s biscuit choice with a famous, engaging campaign

On the 13th of August 2017 2 x 60 second film trailers aired on TV, in Cinema and on YouTube offering two theories as to how the apocalypse may have begun; both focused on missing biscuits as the cause.

“Movie posters” emerged on billboards, buses, mall doors and cinema nationwide.

On the 3rd of September 2017 our heroes launched a rallying cry for Kiwis to play their “part” in the film, subverting typical consumer promotions associated with the All Blacks.

To maintain momentum, we ran dynamic countdown banners across the hottest entertainment sites, while an extended trailer ran across national television.

With all this momentum in place, on 9th of November 2017 the film hit 1,5000 cinema screens across the country as a special feature.

Finally, we released the film on YouTube, where it premiered as top content – showing the country how Arnott’s biscuits had saved the world.