Anyone who was hoping to stave off that chocolate craving is out of luck, with an orchard of Tim Tams growing in Martin Place, Sydney, this morning.
The temptation-laden experiential campaign sees a nifty tree spawning packets of Tim Tams among its foliage while red-nosed woodpecker characters flit around. It will all be filmed for a TV commercial to be aired later this month, which will feature both actors and the public.
The 'Truly, Madly Tim Tam Orchard' – cue Savage Garden soundtrack – originated with the brand's Facebook fans who had 'wished' for the installation. The tree will be up until 7pm this evening and there are 30,000 biscuits on offer.
Campbell Arnotts group marketing manager Susanna Polycarpou said in a statement: “We've harnessed the wild imaginations of our most passionate fans to create this magical and wonderful orchard for Sydney-siders to enjoy.”
Mango Communications, part of the DDB family, worked on the PR, experiential and social media elements of the campaign. The creative agency, DDB Sydney, had gone down a similar route two years ago with McDonald's 'Playland'. At the time, a giant Playland installation, complete with giant yellow slide, was erected outside of Customs House and was filmed for a TV campaign.
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