The Half Biscuit
The Half Biscuit campaign was created to restore the shared meaning of ANZAC Day, a solemn day of remembrance for the Australian and New Zealand Army Corps. Over time, the two nations had begun commemorating the day in isolation, despite their deeply intertwined military history. The campaign aimed to reconnect Australians and New Zealanders, reminding them that ANZAC Day is not just about national pride, but about a collective sacrifice and enduring bond.
Campaign Overview
Launched on April 25th, ANZAC Day, the campaign centered around a simple but powerful symbol: the ANZAC biscuit. For over a century, these biscuits have been shared between soldiers from both countries in war zones. To reignite the spirit of unity, the campaign introduced âThe Half Biscuitââa single ANZAC biscuit split in two, with one half sent to Australia and the other to New Zealand. The message was clear: wherever you are on ANZAC Day, someone across the Tasman Sea is sharing the other half with you.
This symbolic gesture was supported by digital storytelling, social media activations, and live events, turning a humble biscuit into a bridge between nations.
Problem
In recent years, ANZAC Day had become increasingly localized, with each country focusing on its own fallen soldiers and ceremonies. The shared history and emotional connection between Australia and New Zealand was fading from public consciousness. The challenge was to reignite the ANZAC spirit, not just through words, but through a tangible, shared experience that could transcend geography, age, and background.
Execution
The campaign unfolded across multiple touchpoints:
Product Innovation: A specially crafted ANZAC biscuit was split in two, using the original 104-year-old recipe. One half was distributed in Australia, the other in New Zealand.
Live Activations: Half Biscuits were handed out at major sporting events featuring teams from both countries, creating a moment of unity in highly visible public spaces.
Digital Engagement: A platform allowed users to send and receive digital Half Biscuits, sharing messages of remembrance and solidarity across borders.
Veteran Partnerships: Legacy Australia and RSA New Zealand partnered for the first time to support the campaign, lending authenticity and emotional weight.
Media Coverage: The campaign was picked up by national news outlets in both countries, amplifying its reach and emotional impact.
Brand Impact
The Half Biscuit campaign succeeded in reframing ANZAC Day as a shared experience. It reminded people that the ANZAC spirit is not just about honoring the past, but about recognizing the bond between two nations. The campaign also demonstrated how symbolic storytelling can create deep emotional resonance, even with something as simple as a biscuit.
For Legacy Australia and RSA New Zealand, the campaign drove record social media engagement, increased donations, and strengthened their public profiles. It also showcased the power of collaborative remembrance, proving that unity can be reignited through thoughtful, creative gestures.
Results
85% of recipients reported a deeper understanding of the ANZAC bond between Australia and New Zealand.
100% positive feedback across social channels.
60% of social interactions involved cross-country sharing.
Donations increased by 85% for both Legacy Australia and RSA New Zealand.
The campaign earned Silver at Spikes Asia and multiple shortlistings for its creative execution.
Lessons Learned
Symbolism is powerful: A simple biscuit became a vessel for national memory and emotional connection.
Shared rituals matter: Creating a moment that people could experience togetherâeven digitallyârestored a sense of unity.
Cultural storytelling transcends borders: When rooted in authenticity, even small gestures can bridge nations.
Partnerships amplify impact: Collaborating with veteran organizations added credibility and reach.
Emotion drives engagement: The campaign didnât just informâit moved people.
