AUCKLAND, Today: Thompson Spencer has been named social agency of record for Griffin’s, taking on organic social, influencer marketing and community management for the iconic Kiwi biscuit brand.
The work gets underway with the launch of Griffin’s new platform, Life Needs A Biscuit. Built around the part Griffin’s has long played in everyday Kiwi life, the platform will roll out through culturally-led social storytelling, influencer partnerships and always-on community engagement.
The aim is to place the brand right inside the moments that matter. Melanie Spencer, Group CEO at Thompson Spencer, says the appointment reflects a shared ambition to make Griffin’s a more 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 position Griffin’s inside social conversations and everyday rituals, from humour and relatability to those shared pauses in busy lives. That approach reinforces the brand as a cue to take a moment.
“Life moves fast, and it’s easy to lose sight of the small moments that matter, especially during challenging times.” – Allison Yorston, Marketing Director, at Griffin’s Snacks
Allison Yorston, Marketing Director, at Griffin’s Snacks, says the partnership comes at an important 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 strong reputation for helping brands connect with audiences through culture, community and influence.
Its client roster includes Noel Leeming, Mitre 10, Musashi, Babydoll, Auckland Transport, Wattyl ANZCO and Ecostore.
The Griffin’s appointment also reflects the continued shift toward culturally-driven brand building, with social now playing a central role in driving relevance.
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