Arnott’s takes the biscuit with snub
ARNOTT’S classic Shapes have undergone a makeover — with a new flavour that also brings a distinct Aussie shape.
But the biscuit company’s new Vegemite and cheese snack — baked in the shape of the Australian continent — has no room for Tasmania on the design.
Arnott’s have pre-empted any criticism of leaving Tassie out by putting a lighthearted message on its website that explained why the island state had been left off.
It stated: “Tassie, we’re not over it. Our break up that is. 10,000-ish years ago, you decided to part ways with the rest of our country, which really hurt, ’cause you’re just so naturally abundant and beautiful!”
The statement goes on to say: “Here at Arnott’s, we believe in real connections, and while we literally tried to keep you connected, we just got the feeling you’re not quite ready to come back to us*. Call us. It’s not you, it’s us. (*OK … and maybe it has a lot to do with biscuit moulds, which don’t deal so well with island states … and instead of reducing Tassie to a few crumbs, we’ve decided to leave this beautiful island untouched.)”
The new Shapes promotion is using a list of five Australian legends in a TV advertisement including Olympic gold medallist Cathy Freeman, former Australian cricketer Glenn McGrath, comedian Shane Jacobson and swimming Olympic gold winner Giaan Rooney.
Seven’s sport broadcaster Bruce McAvaney provides the voiceover for the TV ad.
The biscuit with the new flavour is available for a limited time across major supermarkets in Australia.
The packaging is black, to reflect the colour of Vegemite.