Peter's Ice Cream and Leo Burnett launched something for blokes today. It has all the humour of an April Fool's prank – except it isn't.
The campaign video features blokes with strap on tool belts, workout belts and diving belts; but there was one thing they hadn’t been able to strap onto themselves – the esky.
So Peters Ice Cream and Leo Burnett Melbourne aim to defeat this problem with the invention of the world’s first portable miniaturised cooler – called the Hangryman. And it's just for keeping Maxibons cold.
Emma-Jane Collins, head of marketing at Peters Ice Cream said: “We love how the agency has built on the snacking occasion by delivering a solution for anytime, anywhere consumption of Maxibon.”
“It would be great to see the Hangryman pop up at barbeques, sporting events and construction sites around the country, becoming a branded talking point amongst blokes. We see this idea being bigger than a run-of-the-mill promotion,” Collins said.
Jason Williams ECD of Leo Burnett says: “It’s a tough ask turning an ice cream into a genuine snacking brand. The Hangryman’s been devised to improve the consumer’s experience with the brand by having a very real and genuine purpose. It’s a tangible physical product that blokes can use and re-use.”
The two-month campaign will be rolled out through outdoor, online, radio and POS channels. If you'd like to scoop your own Hangryman visit hangryman.com.au.
See the Hangryman video in full below:
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