Griffin’s celebrates 160th birthday with nationwide consumer promotion via Multiplied

Griffin’s has now been making moments more delightful through the power of bikkies for 160 years. That’s a big birthday. So to celebrate, Griffin’s has launched a campaign that shares their celebrations with everyone crafted by independent commerce agency Multiplied.

From a limited-edition Birthday Bikkie pack to an on-pack AR experience to delightful pop-up events, Griffin’s is inviting Kiwis everywhere to join in and enjoy a little birthday moment of their own.

Kiwis can scan their favourite Griffin’s biscuit pack to make an AR bikkie birthday cake appear. And by blowing on their mobile phone, they can blow out the candles to reveal if they have won a share of $50,000 worth of prizes.

Says Kimberley Thorpe, brand manager at Griffin’s: “Reaching 160 years is a monumental achievement, and it’s all thanks to the generations of Kiwis who have enjoyed our biscuits. This celebration is about giving back and creating delightful moments for everyone. We want to bring the party to the people and make sure everyone has a chance to join in the fun.”

Says Aaron Taylor, creative partner, Multiplied: “It’s been an incredible journey working with Griffin’s on this campaign, a truly iconic Kiwi brand. We wanted to capture the essence of what makes Griffin’s special – the joy their biscuits bring to everyday moments. This campaign is a way to extend that joy on a larger scale, and we’re excited to see it come to life.”

The integrated campaign will reach Kiwis through a comprehensive mix of television, digital, out of home, social media, in-store point of sale and disruptive displays. With national multi-channel coverage, Griffin’s is set to create a buzz across the country. Griffin’s has also partnered with experiential agency, Twenty4, and Bluebells Cakery for a hands-on cake decorating experience that was open to the public.

It may be their 160^th, but this birthday isn’t just about Griffin’s – it’s about saying thank you to all the Kiwis who have made Griffin’s what it is today. By sharing their birthday with the nation, Griffin’s aims to create moments of joy and connection, making this milestone celebration one to remember.

For more information about Griffin’s 160th birthday campaign, please visit www.griffins160th.co.nz.

Client: Griffin’s
Marketing Manager: Anna Dempsey
Brand Manager: Kimberley Thorpe

Creative Agency: Multiplied
Experiential Agency: Twenty4
Media Agency: MBM
Digital Agency: Satellite
PR Agency: Archer Communications