Australian chocolate biscuit brand Tim Tam has launched its first major advertising campaign in the United Kingdom, employing an unconventional outdoor advertising approach to address awareness challenges in the British market.
The campaign, developed with independent creative agency Insiders, aims to inform British consumers about the nationwide availability of the product. Research indicated that whilst many UK consumers recognised the brand, a significant proportion remained unaware that Tim Tam biscuits could be purchased in local supermarkets.
The brand entered UK retail channels in spring of the previous year and has established a presence across major supermarket networks. However, the research findings revealed a disconnect between brand recognition and awareness of product accessibility, prompting the need for a targeted marketing initiative.
The outdoor advertising campaign features billboard installations positioned upside down across multiple UK locations. This distinctive creative approach references Australia’s geographical position in the southern hemisphere whilst simultaneously employing psychological principles designed to capture audience attention.
Media planning and execution was handled in partnership with Zenith UK, with placements strategically selected to maximise visibility amongst target consumers. The campaign represents a significant investment in brand building within a competitive biscuit category where British consumers demonstrate strong category loyalty.
Industry observers note that the creative strategy addresses dual objectives: reinforcing brand recognition through consistent visual assets whilst communicating product availability through unexpected execution. The approach aims to create memorable brand impressions that translate into consideration at point of purchase.
The campaign reflects broader challenges facing international brands entering established UK markets, where distribution alone proves insufficient without corresponding consumer awareness initiatives. The distinctive outdoor execution seeks to differentiate Tim Tam within crowded retail environments.
