MullenLowe London: Wagon Wheels revives its quirky sense of fun

Westons Wagon Wheels have never achieved the glory that Arnott’s Tim Tams (now a sibling) enjoys but once upon a time, long before healthy eating interfered in childhood, these hybrid biscuit-chocolate treats were hugely popular in Australia. And a very quirky ad campaign helped them to maintain a cult following in schoolyards across the country.

Meanwhile, even in the ‘90s in the UK, Wagon Wheels were still proving their worth by explaining what they were, even though French & Saunders had done their darnedest to imbue them with fame.

Wagon Wheels haven’t advertised in the UK for five years and sales have quietened down somewhat, although brand awareness for the biscuit is still very high. MullenLowe London is renewing Wagon Wheels’ humour with its campaign and its message that the biscuit is Epic Inside. The aim of the campaign, that is running on TV and in social media, is to bring the biscuit back to top of mind again.

https://youtu.be/-mRpA3AYz8s

Credits:

Agency: MullenLowe London
Executive Creative Director: Mark Elwood
Senior Creative: Gavin Cumine
Account Manager: Holly Wells
Business Director: Victoria Ellis
Producer: Luke Judlin

Production Company: Blink
Director: Fred Rowsan
Producer: Sara Fawsitt
Executive Producer: Paul Weston