Arnott’s has released its latest promo venture, ‘The Bikkie Belt’, a wearable tradie holster designed to keep its popular biscuits within easy reach.

The activation has kicked off on Network Nine’s, The Block, specifically targetting fans of Arnott’s Monte Carlo and Tim Tam biscuits.

The campaign is a collaboration between Arnott’s and Publicis Groupe’s connected agencies, collectively known as ‘The Neighbourhood’. The group includes Saatchi & Saatchi, responsible for the creative aspect, Spark Foundry handling media, and Herd MSL managing PR and influencer engagements.

The Bikkie Belt is part of Arnott’s ongoing partnership with The Block, building on previous campaigns such as Big Bikkies and the Tradie Treat Trailer. The current campaign aims to target a specific audience, including tradies, WAGs (wives and girlfriends of sportsmen), and renovation enthusiasts. It features an integrated influencer and PR campaign to reach its intended demographic.

Fans of Arnott’s can enter to win a Bikkie Belt through a dedicated campaign website. The campaign is further supported by PR, digital, and influencer engagement strategies.

Chief Marketing Officer of The Arnott’s Group, Jenni Dill, commented, “Our partnership with The Block has always been about creating moments that resonate with fans.”

Dill added, “With the Bikkie Belt, we wanted to take that connection even further, celebrating the everyday rituals of tradies, DIYers, and Arnott’s lovers alike.”

Managing Director of Saatchi & Saatchi and Chief Client Officer of The Neighbourhood, Toby Aldred, described the campaign as “a great example of creative and media working hand-in-hand, extending from a big media platform into the real world, to multiply cut through.”

Aldred elaborated, “We wanted to create something that felt authentically Arnott’s, but was also genuinely useful and a little bit hilarious. The Bikkie Belt is a celebration of Aussie ingenuity, tradie culture, and of course, biscuits.”