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Reading: Take ice-creams anywhere with Leo Burnett's Hangryman Campaign
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B&T > Advertising > Take ice-creams anywhere with Leo Burnett's Hangryman Campaign
Advertising

Take ice-creams anywhere with Leo Burnett's Hangryman Campaign

Staff Writers
Published on: 1st April 2014 at 11:46 AM
Staff Writers
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Before Peters Ice Cream and Leo Burnett Melbourne teamed up to create the HangryMan campaign, the iconic Maxibon ice-cream was not suited to on-the-go snacking. 

The Handyman is a portable esky designed to keep ice-creams from melting, so that ‘hangry’ (a combination of hungry and angry) men can eat Maxibons anywhere, anytime.

“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”’ said Emma-Jane Collins, Head of Marketing at Peters Ice Cream.

The miniature portable esky, intended to be clipped onto a belt, has been pitched to Australia’s Hangrymen in an info-commercial inspired parody hosted by two everyday blokes.

“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,” said Leo Burnett ECD Jason Williams.

The campaign will run online as well as though outdoor, radio and POS channels. 

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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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