Free Subscription

  • Access daily briefings and unlimited news articles


Try one month for $34.95
  • Quarterly magazine and digital
  • Indepth executive interviews
  • Unlimited news and insights
  • Expert opinion and analysis

Arnott’s pulls at the heartstrings with latest campaign


Australia’s iconic biscuit company Arnott’s is pulling at the heartstrings with its latest campaign encouraging Australians to come together and share real life connections.

Building on Arnott’s belief of bringing people together, “Open Something Real” serves to remind Australians that there is no substitute for sharing authentic moments with loved ones.

Campaign research found that half of Australians believed the use of mobile devices and social media is preventing them from having more face-to-face interactions, yet only one in four admitted to sending a meaningful or heartfelt text to someone they care about a few times a year.

In the 2-minute film, Australians were asked to read their text messages to each other as part of a social experiment investigating how communication differs via a device to in-person.

“Arnott’s has always believed in bringing people together and the real connections that occur when we do,” said Michelle Foley, Arnott’s Marketing Director, Core ANZ.

“As a society, we’re connecting less than ever before, and we wanted to encourage Aussies young and old to rediscover the joy of sharing a meaningful moment with someone special to them. It’s important to make time to sit, talk, and really connect and we wanted to remind people of that.”

The new campaign is part of Publicis Groupe’s ‘Power of One’ agency model for Campbell Arnott’s, building on the foundation of the brands ‘Bring out the Biscuits’ premise.

Rebecca Carrasco, Deputy ECD said it’s exciting when an iconic brand commits to a point of view that has social value beyond advertising.

“This is just the first wave in a suite of work for Arnott’s which will continue to build that point of view for the brand, in a variety of different ways,” Carrasco said.

You have 3 free articles.