Peters Ice Cream has engaged Adshel to deliver a bright and punchy, immersive outdoor campaign to promote the launch of their new frozen treats brand, Proud & Punch.
Featuring bold and colourful creative, the Adshel campaign is designed to accentuate the freshness of this latest range from Peters – which is all about real flavours that pack a punch.
The treats, made with fresh ingredients, include a delicious selection of frozen yoghurts and juice pops, with fun new flavours for summer such as It takes two to mango – a Greek style frozen yoghurt with the tang of Australian blood orange and mango, and Turn up the beet – refreshing juice pops packed full of home-grown Granny Smith apples, beetroots, juicy carrots and ginger.
The creative bus shelter installations – located at Ryde and Newtown in Sydney and in Ann Street in Brisbane, as well as the tram shelter in St Kilda, Melbourne – reflect the Proud & Punch brand. Each features a vertical garden display integrated into the panel, along with vibrant decals and a full wrap showcasing the hand-drawn illustrations of the brand creative with tropical garden and Australian birdlife motifs.
Targeting a wide cross-section of audiences, the eye-catching bus shelter installations are supported by a national street furniture campaign, to extend the reach and deliver greater campaign effectiveness.
Adshel’s sales and marketing director, David Roddick, said: “Peters is a cool iconic Australian brand that always packs a punch and we’re proud to work with them on this flavoursome and refreshing out-of-home execution. Adshel is excited to be bringing these new products to life with such a uniquely wholesome creative across our street furniture network and using Adshel Immerse for amplification. The show stopping campaign delivers maximum impact with a distinctive, living installation evoking the freshness of the brand by grabbing audience attention. We’re excited to unveil some great campaigns over the summer months, and Peter’s Proud & Punch is a stand-out execution to kick that off.”
Peters head of marketing, Alicia Munday said: “Consumers have become more interested in the products that they buy, wanting to know about the ingredients used, and how they are sourced and produced. Proud & Punch has a truly consumer-centric focus on delivering flavours you can feel good about eating, and we’re really proud of this new offering.
“But being a new master brand, our biggest challenge was to create awareness of Proud & Punch and encourage trial. Using key Adshel placements we’ve brought the freshness of our new product range to life, as well as the fun and vibrant nature of the brand. We’re really pleased with the execution and we’re sure it will encourage shoppers to try the latest treats from Proud & Punch”.
The Proud & Punch campaign is live from Monday 3 October.