Arnott's pauses Aussie Legends campaign elements in response to bushfire crisis

FMCG brand confirms it's reviewed marketing, communications and advertising material and paused creative

Static shot from the 'Aussie legends' TVC for sausage sizzle flavour
Static shot from the 'Aussie legends' TVC for sausage sizzle flavour

Campbell Arnott’s has paused elements of its latest Shapes ‘Aussie Legends’ campaign in response to Australia’s ongoing bushfire crisis.

The FMCG’s latest ‘Aussie Legends’ campaign debuted in December and highlighted the release of two new flavours, sausage sizzle and meat pie. The product range also features biscuits shaped like the Australian continent as well as Tasmania.

Among the creative assets making up the multi-channel, media-led campaign was pre-roll video and TVC footage for the sausage sizzle flavoured biscuits featuring a map of Australia dotted with weber BBQs. The pattern was similar to maps of Australia used to reflect bushfire coverage across the country. As at least one social media punter pointed out, the pre-roll advertising was seen placed directly before bushfire news coverage.  

Other creative shows boxes of both new Shapes flavours superimposed with images of families playing outdoor sports including cricket and soccer, as well as swimming.

Examples of the TVCs can be found here.

In a statement to CMO responding to requests for comment, an Arnott’s spokesperson said the brand reviewed all materials earlier this week and made the decision to immediately pause several aspects of the ‘Aussie legends’ campaign. This list includes the sausage sizzle flavour TVC.

The spokesperson also said other creative work was part of the review.

“We actively reviewed all our communication materials and immediately paused several pieces of creative, media and digital content, including elements of our latest Shapes ‘Aussie Legends’ campaign. These adjustments will remain in place indefinitely out of respect to the ongoing relief effort,” the statement read.

The statement did not specify which other aspects of creative had been paused outside of ‘Aussie legends’.

“Like all Australians, the team at Arnott’s has been deeply saddened by the devastating bushfires that are impacting livelihoods, animals and the environment across our beautiful nation. Our hearts go out to those who have lost their loved ones, homes and businesses and we extend our sincere gratitude to all who are bravely fighting these fires and supporting our communities.”

On top of this, Arnott’s has joined a growing list of Australian brands donating to the bushfire cause, offering up $250,000 to the Red Cross Disaster Relief Recovery fund as well as a $100,000 product donation, which will be distributed by Foodbank to affected communities.

“Arnott’s has been a part of the fabric of Australia for over 150 years and will continue to look for ways to support the community during this difficult time,” the spokesperson added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in