Marketing Partners
Innovative Product Experience
The Weary ANZAC is an innovator in biscuit branding and defines itself through its product experience; specifically, the integration of its physical product and packaging, and creative digital marketing, networked with other brands who share the same brand values as The Weary ANZAC.
One example of this innovative approach is our partnership with publisher DC Thompson. We have created a ‘digital dog tag’ (see red box on right) which delivers enhanced customer experience and promotes reading. The partnership will introduce Commando Comics and the values embedded in the comics to a new generation of readers in a novel, fun, and educational way that will lead to increased comic sales for DC Thompson.
Commando Comic stories are unique like every ANZAC biscuit we bake. We share and valorize similar human qualities as part of our respective brands such as courage, mateship, stoicism, calmness in the face of danger, and noble actions.
Such authentic traits are more commonly forged in battle or preparing for battle than in contemporary civilian life. Yet such values are still admired today despite in the instant gratification driven, post-modern world of social media keyboard warriors.
The Weary ANZAC Biscuit Company is finalising a partnership with Spartan to be the official biscuit of Spartan.
This means The Weary ANZAC will promote Spartan Races on its packaging and digital domains and sell its biscuits to Spartan race athletes at events and online via Spartan’s website. The Warrior ethos and shared values form the basis of the collaboration.
Spartan Race is the world's largest obstacle racing company and endurance brand with over 300 events in 45 countries. Obstacle races of varying distance and difficulty ranging from 3 miles to marathon distances. Founded in 2010, today Spartan engages more than 7 million participants at race events annually, and the Spartan lifestyle spans more than 45 countries and encompasses a global championship series, training and nutrition programs, health and wellness products and a range of media entities. Spartan’s militaristic-style obstacle races have seen more than 7 million participants jump through fire and over the finish line after pushing their bodies and minds to limit across miles of unforgiving terrain while conquering signature obstacles such as the spear throw, bucket brigade and barbed wire crawl.
