Bursting Bickie’s | Arnott’s Biscuits

You are tasked with recommending a strategy for Arnott’s Biscuits to better compete within the snacking environment by designing a NPD that remains “within aisle”. Support this strategy with creative campaign ideas in the form of advertisements and social media activation.

The Problem

The Solution

In the context of heavy levels of competitor NPD activity, how might Arnott’s generate innovations in the macro-snacking environment and regain its lost share?

My proposed new product, Bursting Bickie’s, are a sweet, standard-sized shortbread biscuit that features a cream filling containing popping candy of different flavours, including chocolate, caramel and vanilla. I employed popping candy as the innovative element in this new offering, since it has not been used in the biscuit realm before.

Promotion for Bursting Bickie’s will focus heavily on social media marketing through Arnott’s owned media Instagram and Facebook accounts. Consumers will engage with the product and brand by generating their own content through hashtags, asking questions, commenting, reposting and sharing the launch of the new product to their contacts.