Tim Tam and Robert Irwin launch U.S. trip to Australia giveaway

Tim Tam and Robert Irwin are offering three U.S. winners and a guest a trip to Australia, including flights, a stay at the Crocodile Hunter Lodge and a private tour of Australia Zoo. The promotion is meant to deepen Tim Tam’s U.S. audience and spotlight Australia’s wildlife and travel appeal.

Why it matters: - Tim Tam is using one of Australia’s best-known faces, Robert Irwin, to turn brand awareness into a travel prize for U.S. consumers. - The giveaway pushes Tim Tam deeper into the United States market while linking the cookie to Australia’s wildlife, culture and tourism appeal. - The promotion could help the brand convert curiosity about the product into broader interest in the Tim Tam name and the Tim Tam Slam.

What happened: - Tim Tam and Robert Irwin launched a promotion that will send three lucky winners and their guest on an Australian getaway. - The prize includes round-trip economy flights from the United States to Australia, a two-night stay at the Crocodile Hunter Lodge and a private guided tour of Australia Zoo. - The campaign was announced through a social video on Robert Irwin’s Instagram. - Robert Irwin said the partnership gives fans a chance to win a trip to Australia from the U.S.

The details: - Entrants must comment on the Tim Tam U.S. Instagram post with their favorite Tim Tam flavor. - Entrants must tag the person they would bring along for the trip. - Entrants must follow @TimTam_US on Instagram. - The competition is open to eligible U.S. residents. - Full terms and conditions are available through the promotion materials. - Tim Tam says the prize is designed to let U.S. consumers experience Australian snacks, landscapes, wildlife and adventures firsthand. - Francesca Reid, Global Marketing Lead at Tim Tam, said the brand sees Tim Tam as many Americans’ first taste of Australia and Irwin as one of the country’s most recognizable ambassadors. - Tim Tam is now sold in the United States at Costco, Target, Albertsons, CVS Pharmacy, Amazon and other retailers.

Between the lines: - The campaign pairs a mass-market snack with a conservation and wildlife personality to give the promotion a travel-and-culture angle, not just a product tie-in. - Tim Tam is leaning on a growing U.S. following and the popularity of the Tim Tam Slam to reinforce the brand as an Australian import with lifestyle cachet. - The brand also cites sightings of the Tim Tam Slam by Sarah Snook, Isla Fisher, Hugh Jackman and Oprah Winfrey, suggesting an attempt to widen cultural relevance beyond grocery shelves.

What's next: - Fans can enter through the Tim Tam U.S. Instagram account while the promotion remains open. - Three winning pairs will receive the Australian trip once the contest closes and eligibility is confirmed. - Tim Tam is likely to keep using U.S. retail distribution and social media to grow awareness as it builds on the promotion.

The bottom line: - Tim Tam is turning a cookie into a travel giveaway to build its U.S. brand and make Australia part of the product story.