WiredCo. has unveiled a new PR and influencer marketing campaign for Peters Drumstick to promote its gold partnership with Clean Up Australia.
MasterChef judge and sustainability advocate Andy Allen is fronting the broader campaign across multiple channels including earned media.
Advertising and design agency SICKDOGWOLFMAN was responsible for the creation of the campaign idea, the engagement of Allen and the broader production.
The campaign will aim to raise awareness of the initiative and drive trial as well as registrations for Clean Up Kits.
Australia’s waste challenge has worsened post-COVID, particularly in urban and suburban areas, with Australians producing more than 74 million tonnes of waste per annum.
In its second year collaborating with Clean Up Australia, Peters Drumstick is pledging a further $250,000 towards producing free Clean Up Kits.
Drumstick’s ‘Let’s Clean Up Our Backyard’ initiative is calling upon fellow Australians to help clean up their local communities to protect Australian summer moments.
Allen says he took part in Clean Up Australia Day every year as a little tacker.
"So I am excited to partner with Drumstick, a brand that not only brings joy to Australians but is also taking tangible steps towards a cleaner and more sustainable future," he says.
To celebrate the initiative, Drumstick is launching two new flavours , inspired by urban and suburban neighbourhoods – Iced Latte and Choc Raspberry Brownie.
Head of marketing at Peters Ice Cream, Andrea Hamori, says like Allen, the team at Peters Ice Cream are passionate about protecting the environment.
"We’re calling on all Australians to get involved locally to do their bit by helping to clean up their neighbourhoods. Whether it be their local footy oval, side street, bike path; it all makes a tangible difference,” she says.
“While it was encouraging to see 750,000 Australians participating in Clean Up Australia Day last year, we still have a huge job ahead of us to protect our environment."
Managing Partner at WiredCo. Michelle Hampton says like Allen, I also participated in Clean Up Australia [day] in school each year to keep the community clean.
"So I’m really excited about this partnership. The two new Drumstick flavours, Iced Latte and Choc Raspberry Brownie, also happen to be delicious so our office of ice cream lovers, is very happy," says Hampton.
"The team at Peters Ice Cream feel like part of our team, and vice versa so it’s been a dream working with them on this project.”
Australians can order their free Clean Up Kit by either scanning the QR code on the Drumstick 4-pack (new flavours only) or by visiting the Clean Up Australia x Drumstick website to sign-up.
Once received, Australians can start cleaning up their ‘backyard’ anytime. Clean Up Australia Day is on Sunday, March 3 2024.
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