Griffin’s launches new ‘There’s a biscuit in between’ brand platform via Pitchblack Partners

Life really does have its moments in 2023. Everyone’s a little tired, everyone’s a little stretched, everyone’s exasperated, then there’s parenting. Pitchblack and Griffin’s have tapped into this sentiment to create a campaign that connects emotionally, reminding Kiwis that sometimes a little time out or a little treat over a little chat can be that circuit breaker we all need.

Says Anna Dempsey, marketing manager, Griffin’s: “Great biscuits are an art form that Griffin’s has perfected over almost 160 years. That’s why we have an emotional connection with kiwis and remain New Zealand’s favourite biscuit. The Griffin’s and Pitchblack teams alongside the production wizardry of Jetblack and the talented director Ryan Heron have all pulled together to create a distinctly new style for Griffin’s, it showcases a range of Griffin’s biscuits beautifully with no shortage of emotional engagement.”

Says Katie Loverich, business partner at Pitchblack: “Sometimes we forget the magic power of a Squiggle or a simple SuperWine to set imaginations alight, or how cracking a Mallow Puff with a mate can raise a smile. With ‘There’s a biscuit in between’ Griffins has captured the magic of its products in a manner we can all connect with. The Pitchblack and Jetblack teams are super proud.”

‘There’s a biscuit in between’ launched 21st May across OOH, TV, VOD and socials.

Client: Griffin’s Snacks
Head of Marketing – Griffin’s: Hannah McKee
Marketing Manager – Griffin’s:  Anna Dempsey
Brand Manager – Griffin’s: Rachel Horrell

Agency: Pitchblack Partners

Production: JetBlack Production
Director: Ryan Heron

Photographer: Steve Bonniface at Match

Composer: Cam Ballantyne at Beatworms
Sound Design: Liquid Studios

Media: MBM