Griffin’s is back. This week, the iconic snack brand has launched an unconventional new campaign: a series of 24 micro-documentaries capturing 24 hours of life across Aotearoa New Zealand—one story for every hour of the day, told one biscuit at a time.
Titled Life Needs a Biscuit, the series offers an intimate, unfiltered portrait of the country—told through the quiet, often overlooked moments that make up everyday life.
Created in collaboration with Motion Sickness, The Tuesday Club and acclaimed documentary filmmaker Florian Habicht, the campaign steps away from traditional advertising formats in favour of something more observational and human. Each film sits somewhere between documentary and vignette—small, honest slices of life that together build a wider cultural picture.
From morning dips to night shifts, the series maps the rhythm of a single day through the pauses people take for themselves.
“What struck me most was the openness of people,” says director Florian Habicht. “There’s a rawness to these stories—people doing it tough, people finding joy where they can. These are small moments, but they carry a lot of meaning.”
Rather than positioning the brand as the hero, the campaign places Griffin’s within the fabric of everyday life—present in the background of moments that feel recognisably, authentically New Zealand.
“We wanted to celebrate the everyday” says Griffin’s Allison Yorston. “the moments that don’t make it onto social media. Smoko breaks, late nights with friends, first dates, a phone call with family – that’s where real life happens.”
The insight came from conversations with New Zealanders who expressed a growing desire to slow down and reconnect, despite the increasing pace of modern life.
“What really came through is that the simplest things are often the most valuable,” Yorston adds. “Time with others. A moment to pause. Being present. Griffin’s has always been part of those small rituals—and this series reflects that.”
A brand long embedded in New Zealand’s cultural pantry, Griffin’s leans into its place in the everyday—not through nostalgia, but by showing its role in contemporary life, across both the profound and the mundane.
