Millie Ford, best known for her viral TikTok videos, has dropped a bombshell. She has landed herself indulging in a new situationship with a tall, dark, handsome vegan. But who exactly has captured her heart? It’s none other than Proud & Punch’s latest frozen dessert: Hazelnuts About Chocolate…
WiredCo.’s latest integrated campaign for popular better-for-you frozen treats brand by Peters Ice Cream, Proud & Punch, was born from an insight that Aussies have a flexitarian relationship with frozen desserts…much like a situationship.
“The frozen desserts category is buzzing right now and although Proud & Punch as a better-for-you brand, has a loyal following of consumers, we’re under no illusions our customers can be flexitarian with their choice, meaning occasionally they’ll opt for an ice cream dessert with all the trimmings,” said managing partner at WiredCo, Michelle Hampton.
“Most brands would see this as something they need to ‘fix’ however we decided to embrace it and centre our new campaign around it”.
The campaign kicked off with Millie Ford posting an unbranded video of herself announcing her new situationship following a blind-date set up by her friends. This was followed by a Part 2 video which revealed the tall, dark and handsome blind date being the new Proud & Punch Hazelnuts About Chocolate – the brand’s newest innovation that promises all the indulgence consumers crave, without the added calories or added preservatives.
@millie how do we feel about situationship soft launches? lol #blinddate ♬ original sound – Millie Ford
@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. Using cheeky one-liners in the creative such as “Same time next week?”, “Gone by the morning” and “Stripped down to 100 cals”, WiredCo. was able to strike a fun and playful correlation between the product’s USPs, consumers being flexitarian and the cultural trend of situationships.
“When we 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,” said Laura Cetrola, brand manager at Peters Ice Cream.
“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,” explained Cetrola.
“Indulge in a Situationship with Proud & Punch as our creative line, felt perfect,” added Cetrola.
“This situationship comes without red flags and urges Aussies to indulge more than ever. We can’t wait to see how people satisfy their cravings with Proud & Punch,” said creative lead at WiredCo. Joe Stuart.
Campaign 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 Executive
Sophie Millican, Creative
Maria Pelosi, Designer
