WiredCo.’s latest integrated campaign for Peters Ice Cream's frozen treats brand, Proud & Punch, was born from an insight that Australian have a 'flexitarian' relationship with frozen desserts - much like a 'situationship'.
WiredCo managing partner Michelle Hampton said although Proud & Punch has a loyal following of consumers, customers can be 'flexitarian' with their choice, meaning occasionally they’ll opt for an ice cream dessert with all the trimmings.
"Most brands would see this as something they need to ‘fix’; however we decided to embrace it and centre our new campaign around it," she said.
The campaign kicked off with TikTok creator Millie Ford posting an unbranded video of herself announcing her new 'situationship' following a blind-date set up by her friends.
@millie how do we feel about situationship soft launches? lol #blinddate
♬ original sound - Millie Ford
This was followed by a second video which revealed the tall, dark and handsome blind date being the new Proud & Punch Hazelnuts About Chocolate – the brand’s latest innovation that promises all the indulgence consumers crave, without the added calories or added preservatives.
@millie Replying to @Sash The situationship hard launch lol #proudandpunch #situationship #blinddate #partnership #loveisreal #ifyoudontlaughyoucry #backonthemarket #gotme #hotgirlsummer
♬ original sound - Millie Ford
To support the lead content, WiredCo,’s campaign also encompasses full press office, content production and creator marketing.
Peters Ice Cream brand manager, Laura Cetrola, said when the company identified Aussies have a 'flexitarian' relationship with better-for-you frozen desserts, WiredCo. made a compelling recommendation to lean into this creatively by drawing comparisons with something culturally relevant like 'situationships'.
"And that got us very excited," she said.
"We know 35% of Aussies are opting for better-for-you frozen desserts - people are balancing indulgence with healthier choices - just as they balance freedom and connection in a situationship.
"We also know consumers won’t always choose Proud & Punch, and we’re ok with that. But when they want an indulgent treat that’s better for you, we’re here to provide the goods. Indulge in a Situationship with Proud & Punch as our creative line felt perfect."
Credits:
Peters Ice Cream
Andrea Hamori, Head of Marketing
Tara Cook, Marketing Manager
Laura Cetrola, Brand Manager
WiredCo.
Michelle Hampton, Managing Partner
David Kennedy-Cosgrove, Managing Partner
Joe Stuart, Creative Lead
Jessica Hutt, Senior Account Manager
Constance Nicolaou, Senior Account ExecutiveSophie Millican, Creative
Maria Pelosi, Designer
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.