Reminding Australians of why they love Arnott's biscuits. Arnott's is Australia's oldest and most loved biscuit brands. We decided the best way to get consumers to reconnect with the brand was to hold a comedy night, featuring some of Australia's favourite comedians talking about the biscuits and rituals in new and engaging ways. An online comedy club was then created featuring the comedians live on stage. A national radio campaign, sampling, point-of-sale, online media and an eDM to the Arnott's database was used to drive people online to share their own Arnott's moments and win cash. In the rst week alone, the campaign achieved 73% of its objective - eventually beating it by 539%.