Belowtheline Wins Campbell Arnott’s Business

Published: Fri 14 Sep 2012 09:48 AM
Media release
Thursday 13 September 2012
Belowtheline Wins Campbell Arnott’s Business
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.
Describing the business as “through-the-line marketing”, BELOWTHELINE confirms it is now Campbell Arnott’s supplier of choice across in-store activation, consumer promotional work and select television work.
This relationship sees the agency working across all Arnott’s brands including Tim Tam, Vita-Weat, Snack Packs and Campbell’s Real Stock.
A real coup for the Auckland-based agency of 15 staff, the formalisation of the relationship follows on from the success of several recent Arnott’s campaigns.
These include 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
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 BELOWTHELINE 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.”
New Zealand’s original promotional marketing agency was founded a whole 23 years ago by Bob Faram, and has seen major success in recent years.
The addition of two new partners in early 2010 - Christine Abbott who brings extensive knowledge of consumer marketing gained at the likes of Pepsico, Heinz Watties, Sony, Walt Disney and Cadbury’s, and Ghanum Taylor who brings world-class digital expertise from his time with The Hyperfactory and Penton Media - has resulted in a string of successful brand and account pitches for Kleenex, V, Weet-Bix, h2go and now Arnott’s.
Says Arnott’s New Zealand General Manager Stephen Forde of the appointment:
“In 2011 Campbell Arnott’s began a process of redefining our marketing services strategy. 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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