Independent digital agency Deepend and Peters Ice Cream have launched a cross-channel campaign for ice cream brand Maxibon, including a bespoke app that encourages male bonding.

The three-pronged campaign consists of nationwide outdoor creative, unique digital assets including a tailored Snapchat lens, and a bespoke app that encourages ‘Maxibonding’ between mates.

The campaign is underpinned by a targeted social media strategy that will roll out until early April.

Deepend content director Luke Wallis said the campaign targets Maxibon’s core demographic of 18 to 24-year-old fun-loving Aussie blokes who enjoy shared snacking experiences.

“The ‘Never Smash Alone’ campaign demonstrates how the SNACKR app brings two mates together,” he said.

“Their love of sharing a Maxibon transports them through a series of Maxibonding moments, parodying some of the most infamous rom com scenes.

“Building on the brand’s iconic ‘smash a Bon’ slogan, the new app – SNACKR – matches Facebook friends to help ensure consumers will ‘Never Smash Alone’.

Alicia Munday, head of marketing at Peters, said the company is thrilled with the outcome of this campaign, which comes as part of a longstanding partnership with Deepend.

“Maxibon has long been recognised as a catalyst for bringing mates together,” she said.

“This creative not only resonates well with our core fans – the clever app design takes customer participation to a new level by actively driving fans together, and enabling easier purchase by highlighting the nearest outlet offering the best Maxibon two-for-one deal and turning users into legends.”