Arnott’s has unveiled The Bikkie Belt, a new wearable snack holster designed to keep fans’ favourite biscuits within reach, as part of its ongoing partnership with The Block and Network Nine.
The tongue-in-cheek “snackwear” item premiered during last night’s episode of the renovation series, marking the latest brand integration between Arnott’s and The Block. It follows previous activations such as Big Bikkies – which offered $10,000 for every perfect renovation score – and the Tradie Treat Trailer.
Developed by Saatchi & Saatchi and Spark Foundry, both part of Publicis Groupe’s The Neighbourhood, the campaign extends Arnott’s brand presence both on-screen and in real-world engagement. Each pocket of *The Bikkie Belt* is designed to fit a different Arnott’s snack, from Tim Tams to Monte Carlos, reflecting research that found nearly nine in ten Australian tradies and DIYers snack while working.
The belt was showcased in a themed challenge on The Block, where contestants competed for a $10,000 prize and their own limited-edition belt. Fans can also enter online to win one of the collectible items at arnotts.com/bikkiebelt.
Jenni Dill, CMO, The Arnott’s Group, said the activation builds on the brand’s connection with viewers. “Our partnership with The Block has always been about creating moments that resonate with fans,” Dill said. “With the Bikkie Belt, we wanted to celebrate the everyday rituals of tradies, DIYers, and Arnott’s lovers alike.”
Toby Aldred, Managing Director of Saatchi & Saatchi and Chief Client Officer of The Neighbourhood, said the concept was designed to bridge creativity and practicality. “We wanted to create something that felt authentically Arnott’s, but was also genuinely useful and a little bit hilarious,” Aldred said. “The Bikkie Belt is a celebration of Aussie ingenuity, tradie culture, and of course, biscuits.”
The integrated campaign spans PR, digital, and influencer engagement, targeting renovation enthusiasts, tradies, and The Block’s fan base. Execution was led by Saatchi & Saatchi (creative), Spark Foundry (media), and Herd MSL (PR and influencer).
Campaign credits:
Client: The Arnott’s Group
Creative: Saatchi & Saatchi
Media: Spark Foundry
PR: Herd MSL