Tim Tam, the iconic Australian chocolate biscuit, has launched its first major out-of-home (OOH) campaign in the UK, introducing British audiences to a Down Under favorite. Created by independent creative agency Insiders, the campaign humorously declares: “Down Under’s Favourite Chocolate Biscuit Is Here.” With bold, upside-down billboards, Tim Tam brings a playful twist to the streets of London.
What’s the idea behind this campaign?
The concept celebrates the arrival of an Australian classic in the UK market. Using the phrase “Down Under’s favourite,” the campaign cleverly plays on the idea of Australia’s nickname and turns it literal — featuring upside-down billboards to catch attention and spark curiosity among passersby. It’s a witty way to say that what was once only available “down under” is now proudly “up here.”
Tim Tam’s first major OOH campaign in the UK / Insiders
How was the idea executed?
The creative team placed the billboards in high-traffic areas of London, featuring mouthwatering close-ups of the chocolate biscuit against Tim Tam’s signature brown backdrop. The intentional inversion of the visuals not only turns heads but also reinforces the campaign’s global message — Tim Tam has officially made its way to the UK.
Why is this execution unique?
By flipping its billboards upside down, Tim Tam uses visual disruption as a storytelling tool. The campaign stands out without needing flashy effects or digital screens — its humor and simplicity do the heavy lifting. It’s a perfect blend of OOH creativity and brand personality, proving that clever design can speak louder than words.
This is so hilarious and I get the attention seeking. 😂😂😂 pic.twitter.com/MRxaFMFreg
— Princewill (@ThePakuma) October 8, 2025
How does it connect with audiences?
For Brits discovering Tim Tam for the first time, the campaign acts as an invitation to experience a taste loved by millions of Australians. For Aussies living abroad, it’s a nostalgic reminder of home. Through humor and cultural connection, Tim Tam successfully creates cross-market emotional appeal — showing that chocolate and creativity both travel well.
Final thoughts: Turning sweetness into storytelling
With its playful “Down Under’s Favourite Chocolate Biscuit Is Here” campaign, Tim Tam proves how OOH advertising
FAQs about this campaign
What is the Tim Tam UK campaign about?
It’s the brand’s first major OOH campaign in the UK, using upside-down billboards to announce that Australia’s favorite chocolate biscuit has finally arrived for British consumers.
Who created the campaign?
The campaign was developed by the independent creative agency Insiders, known for playful, high-impact outdoor storytelling.
Why are the billboards flipped upside down?
The upside-down format is a visual pun on Australia being ‘Down Under,’ turning a cultural nickname into a fun and eye-catching creative execution.
Where was the campaign launched?
Across high-traffic areas in London, where the humorous visuals engage both locals and tourists with the brand’s distinctive charm.
What makes this campaign stand out?
Its simplicity and wit — instead of complex visuals, it uses one smart idea to spark curiosity and make Tim Tam instantly memorable in a new market.
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