Vegemite is not the only iconic Australian brand to embracing Swiftmania, with Arnott’s today distributing a limited number of special edition ‘Tay Tam’ biscuits in Melbourne ahead of Taylor’s Swift’s first Australian show in her Eras tour.
From craft stores to restaurants and bars, local businesses appear to be just as enchanted with the global superstar as the thousands of fans who have pulled out all stops to secure tickets to her shows.
Swift has famously said caramel Tim Tams ‘changed her life’ back in 2010, and so the biscuit maker decided to celebrate National Tim Tam Day — and the delicious chocolate treat’s 60th birthday — with the tribute.
Arnott’s handed out free Tim Tams at Melbourne International Airport on Friday, as dedicated Swift fans arrived in the Victorian capital, while some lucky fans will have also gotten their hands on the special edition ‘Tay Tam’ biscuits.
“As Tim Tam enters its 60th year, we continue to witness the power and social currency this incredibly indulgent chocolate biscuit has amongst locals and visitors,” said an Arnott’s spokesperson.
The brand is also hoping Swift herself might join in celebrating the auspicious birthday by “doing a Tim Tam Slam … maybe in front of over 100,000 fans at the MCG”
“What more could we wish for?!” they said.
Now that would be a love story.
News Editor
Prior to joining SmartCompany, Eloise was news editor at Books+Publishing, the trade press for the Australian book industry. Eloise has degrees in media and communications, marketing and business management, and political science. You can follow her on Twitter at @ellykeating.
