Campbell Arnott’s goes below and beyond

Campbell Arnott’s New Zealand has formalised its relationship with marketing agency Belowtheline after six months of competitive pitching on a project-by-project basis, putting the agency in control of “through-the-line marketing” across in-store activation, consumer promotional work and select television work for the company.

This relationship sees the agency working across all Arnott’s brands including Tim Tam, Vita-Weat, Snack Packs and Campbell’s Real Stock.

This decision follows on from the success of several recent Arnott’s campaigns, including a major promotion for Campbell’s Real Stock to leverage its involvement in MasterChef New Zealand, which included a new digital strategy, television work and in-store consumer campaigns.

Its ‘Show Your Love For Women Living With Breast Cancer’ campaign for Tim Tam also achieved major success, raising more than $60,000 for the Breast Cancer Aotearoa Coalition and driving breakthrough sales for the Tim Tam brand. 

“This is very satisfying for us,” says director Christine Abbott. “Arnott’s is one of New Zealand’s largest and most trusted food companies and has so many great brands. Our relationship goes back several years, but this is testament to all the hard work the team have put in over the past six months. We’re very much looking forward to working on some exciting projects coming up. Kicking off the new relationship Belowtheline has in fact just produced a fantastic new television commercial for Arnott’s Snack Pack range to ‘put a smile in every lunchbox’ which we are very proud of.”

The Auckland-based promotional marketing agency was founded 23 years ago by Bob Faram and now employs 15 staff. 

The addition of two new partners in early 2010—Abbott and Ghanum Taylor—has resulted in a string of successful pitches for Kleenex, V, Weet-Bix, h2go and now Arnott’s, as well as a few awards

“In 2011 Campbell Arnott’s began a process of redefining our marketing services strategy,” says Arnott’s New Zealand general manager Stephen Forde. “We had an idea that we needed to move to a one-stop shop to better engage with the provider, reduce cost and complexity, and start to leverage the emerged digital opportunities that had been passing us by. In the pitching process it was clear that Belowtheline had the ability to deliver. I am pleased to say that nearly one year into working with them in a major capacity they have delivered top quality creative, store and consumer promotions and significantly increased our digital presence, understanding and opportunity. The team are also highly engaged and results orientated. We are very pleased with our choice.”

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