Publicis Groupe’s Arc Leads Campaign to Launch Arnott’s and Bluey Collaboration

Arnott’s has unveiled a new biscuit collaboration with the much-loved children’s TV character, Bluey – launching a shopper marketing and social media campaign by Publicis Groupe’s The Neighbourhood.

Activity for the 'Arnott’s x Bluey' campaign is being led by Publicis’ shopper marketing agency, Arc, along with Saatchi & Saatchi, Spark Foundry and Herd MSL as part of The Neighbourhood team. 

The new Arnott’s Bluey range aims to fill the gap in the market for healthier packaged snacks for children and is the first time the loveable blue heeler will be featured in the snacking aisle.

Krishma Sood, Arnott’s marketing manager, said: “The joy of consuming an Arnott’s biscuit has been synonymous with childhoods for decades. Many Australians grew up with Tiny Teddy or eating Milk Arrowroot with their grandparents. Our Arnott’s collaboration with Bluey takes this fun and excitement to a whole new level for a new generation of families – with two iconic, well-loved Aussie brands that bring smiles to the faces of children. We are extremely excited to launch this range in partnership with the BBC and are already seeing incredibly strong results in market… wackadoo!” 

Corinne Heffernan, Arc general manager, said: “We are incredibly proud to create theatre and disruption instore, and to deliver on a shopper need from parents seeking delicious snacks their kids will want to eat again and again. While our campaign will do an excellent job of driving awareness of this collaboration, we have no doubt these biscuits will sell themselves.”