Everyone’s been fooled by Nan’s bickie tin at some point, now Drumstick has leveraged this uniquely strange, but classic Aussie experience for its latest flavour sensation, the Anzac Biscuit Drumstick, in a new integrated campaign via SICKDOGWOLFMAN.
We’ve all been there. Bored at Nan’s house, hankering for a tasty treat, you rifle through drawers and cupboards, until, finally you gaze upon it. Like a circular blue oasis in a desert of trinkets and silverware. The bickie tin. But not all is as it seems, for you soon learn it is but a mirage filled with sewing needles, sharp pins, strings of yarn, and a two-pound freshwater bass?
Teaming with The Producers’ Mitch Kennedy, the campaign centers around a hungry grandson hanging out at Nan’s, where he hunts through the bickie tin in search of nourishment but instead discovers a series of unexpected objects that unlock deeper layers to Nan’s past than he was ever prepared for. Like Nan’s professional skating career and a somewhat creepy sentient doll named Bartholomew.
Launched in September and inspired by the oat and caramel flavours of the iconic Aussie biscuit, Drumstick has turned one of Australia’s most familiar biscuit tin staples into a supermarket freezer treat.
“There are few experiences that run you through the full gamut of human emotions quite like discovering a deceptive bickie tin at Nan’s. A classic scenario to celebrate a classic flavour like ANZAC biscuit from Australia’s classic cone. And what a treat to work with a talent like Sally-Anne Upton, who was an absolute blast on set,” said Jess Wheeler, creative director, SICKDOGWOLFMAN.
The campaign will run across TV, OOH, digital, and social, with a series of bespoke edits for Meta and TikTok.
“Drumstick has been part of Aussie summers for more than 60 years, so we love finding new ways to bring familiar favourites into the cone. Drumstick Anzac Biscuit brings together two nostalgic Aussie favourites in a way that feels familiar, but completely new. It’s buttery, sweet, packed with biscuit pieces and, most importantly, it’s a treat you’d actually be happy to find waiting in Nan’s biscuit tin,” said Andrea Hamori, head of marketing, Peters Ice Cream.
As part of the launch, Peters Ice Cream has made a direct donation to Legacy Australia in support of its work with veterans’ families.
Credits
Client: Peters Ice Cream
Head of Marketing: Andrea Hamori
Marketing Manager: Rachel Veltman
Senior Brand Manager: Stephanie Chosich
Creative Lead: Damian Kelly
Social Media Manager: Georgie Rowlands
Agency: SICKDOGWOLFMAN
Business Director: Jarrick Lay
Creative Director: James Orr
Creative Director: Jess Wheeler
Design Director: Jake Turnbull
Senior Copywriter: Siobhan Joffe
Art Director: Leonie Duff
Senior Account Manager: Hannah Clements
Senior Account Executive: Lily Brownbill-Stevens
Agency Producer: Ally Curtis
Production Company: The Producers
Director: Mitch Kennedy
EP: Tanya Spencer
Producers: Georgia Rankin & Krystal Bastin
DOP: Shelley Farthing-Dawe
Art Director: Leah Popple
Wardrobe Stylist: Maria Pattison
Food Stylist: Theresa Stastny
Casting: Studio P
Post: Manimal
Post Producer: Hannah Byrnand
Offline: Denzil Heeger
Colourist: Trish Cahill
Online: Ryan Brett
Sound Design: Production Alley
