Griffin’s appoints Thompson Spencer as social agency of record

Creative and media agency Thompson Spencer has been appointed social agency of record for iconic Kiwi biscuit brand Griffin’s.

The agency will lead Griffin’s organic social, influencer marketing and community management, with work kicking off via the launch of the brand’s new platform, Life Needs A Biscuit.

Designed to reflect the role Griffin’s has long played in everyday Kiwi life, the platform will be brought to life through culturally-led social storytelling, influencer partnerships and always-on community engagement, embedding the brand into the moments that matter.

Melanie Spencer, Group CEO at Thompson Spencer, says the appointment reflects a shared ambition to make Griffin’s an active part of modern culture: “Griffin’s is a brand so many Kiwis have grown up with. It’s been there as a treat in lunchboxes, around kitchen tables and in those small moments of comfort and connection. That kind of legacy is incredibly powerful and it’s a real privilege to be working with such an iconic Kiwi brand.

“The opportunity now is to bring that into culture in a more immediate and participatory way, creating ideas people don’t just see but actively engage with and make their own. Social is where that plays out in real time and by bringing together creativity, influence and performance we can help Griffin’s show up in a way that’s both culturally relevant and commercially effective.”

The appointment will see Thompson Spencer embed Griffin’s into social conversations and cultural rituals, from humour and relatability to shared pauses in busy lives, reinforcing the brand as a cue to take a moment.

Allison Yorston, Marketing Director, at Griffin’s Snacks, says the partnership comes at a pivotal time for the brand: “Life moves fast, and it’s easy to lose sight of the small moments that matter, especially during challenging times. ‘Life Needs A Biscuit’ is about celebrating those pauses and the small moments across New Zealand every day where Griffin’s has always had a place.

“Thompson Spencer really understood how to bring that idea to life in a way that feels current, participatory and culturally relevant. Their strength across social, influencers and community gives us confidence we can show up in a more connected and engaging way for Kiwis today.”

Founded alongside the rise of social media, Thompson Spencer has built a reputation for helping brands connect with audiences through culture, community and influence.

The agency works with a range of ambitious clients across social, influencer and community management including Noel Leeming, Mitre 10, Musashi, Babydoll, Auckland Transport, Wattyl ANZCO and Ecostore.

The partnership signals a continued shift towards culturally-driven brand building, where social is not just a channel, but a core driver of brand relevance.

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