Arnott’s, Australia’s leading biscuit company, needed a campaign that would enable it to increase prices across its portfolio whilst protecting sales and market share. As a result, it created a modular, masterbrand-led approach showing people enjoying moments and rituals involving its biscuit brands. For the campaign's launch in 2022, TV was used as the key medium to maximise reach and emotional connection, with digital targeting of specific audiences added the following year. This case argues that, in addition to raising prices, Arnott’s managed to grow volume, value sales, and share, achieving an ROI of AUS $2.87 for each $1 invested.