Patts Sydney tasked to reinvent the Wagon Wheel via ‘Random But Right’ integrated campaign

George Patterson Y&R Sydney has re-launched Arnott’s classic Wagon Wheel by bringing back the ‘inventors’ of the iconic snack, the Wagon Wheels Product Innovation Team.

The agency has set out to inject fresh life into the brand and engage a new audience of young male snackers with the positioning, Random But Right, in a fully integrated national campaign.

VIEW THE CAMPAIGN

“We noted the propensity for young people to rediscover the past and make old-school things cool again,” says GPY&R Sydney planning director Moensie Rossier.

“This revival is apparent, for instance, in the return of DunlopVolleys and the renewed cachet of vinyl records. In today’s web 3.0,iPad, five-dollar-flavoured-water obsessed culture, consumers arealways looking for innovation. We also tapped into our audience’s loveof things quirky, random and even slapstick. They are very marketingaware and enjoy parodying their own pop culture,” says Rossier.

Thewinning reinvention will win a random but right $8008 and an honoraryplace on the Product Innovation Team. Further prizes include items fromthe team’s storeroom, like Donkey Kong Games, Star Wars memorabilia, acalculator watch and even a Phil Collins 1983 “No Jacket Required” tourjacket.

The campaign is being exploded across outdoor, print,point-of-sale, online and social media, including viral videos, on-linegames, Facebook and Twitter.

“Wagon Wheel hasn’t been supported for years. We discovered thattoday’s 20-somethings have a strong connection to the brand from theirchildhood, so we are taking the opportunity to reignite their passionin a way that is really relevant,” says Nicole Stanners, groupmarketing manager of chocolate at Arnotts.

EXECUTIVE CREATIVE DIRECTOR: Julian Watt

WRITERS:  Alex Wadelton, Michaela Brown           

ART DIRECTORS: David Joubert, Gilles Rivollier, David Jackson, Ant Simmons

PLANNING DIRECTOR: Moensie Rossier

SOCIAL MEDIA: Tip Gloria

AGENCY PRODUCER: Blake Kendall

DIRECTOR: Luke Eve

PRODUCTION HOUSE: Jungle Boys

POST PRODUCTION: Jungle Boys

MEDIA AGENCY: MEC