The Monkeys And Maud Make Ice Cream
When Homer Hudson ice cream was launched into the Neapolitan-loving Australian market place in the late 80s, it shook up the whole industry. In 2015 the ice cream icon is set to do it again with a unique range of new flavours, and new ownership.
Homer is back.
“We have a simple plan,” said one of the new Homer Hudson owners and company creative director, Justin Drape. “We find out what people want. Then give them double. It’s about providing a decadent ice cream experience and going all in.”
Drape is joined by Mark Green, Scott Nowell, Fabio Buresti and David Park as partners behind Homer Hudson ice cream. Those names might also be familiar through their innovative work with two other companies – The Monkeys and Maud.
The Monkeys is one of Australia’s most successful and awarded independent advertising agencies, and Maud is highly respected around Australia as a leading design company.
“Owning Homer Hudson means we get to reinvent an iconic and well loved brand, developing everything from the ice cream recipes to the tub design and all forms of communication,” said Drape. “We also get to create interesting collaborations.”
The first of which is the limited edition art on every tub conceived by renowned British artist, Serge Seidlitz who bought each flavour name to life with a colourful pop culture diorama.
“We want every tub to tell a story that people enjoy as much as the ice cream,” Drape said, “and we are currently developing a platform that will allow consumers to interact with the characters on each tub and enjoy one part of a larger narrative.”
Aside from the artwork, everything else for Homer Hudson has been created in-house at The Monkeys and Maud including design, illustration, packaging, consumer website, B2B trade website and distribution and e-commerce systems, posters, POS and continued NPD.
With The Monkeys expanding into FMCG product development and ownership, the agency has essentially become its own client.
“True,” Drape concurred. “We thought about appointing a procurement company to put the Homer Hudson account out to pitch but then we had a chemistry session with our own agency and everything just clicked.”
On a more serious note Drape admitted, “It has given us a deeper understanding of what our clients go through. Because most weeks we’re now dealing with dessert chefs, licensees, suppliers and retailers. There’s a lot to learn, but there’s also a lot of opportunity to introduce fresh thinking into a traditional process, and a traditionally lacklustre category.”
So what happens when some of the finest advertising minds in the country get their hands on the wheel of an iconic ice cream brand?
“This move is designed to open up new revenue and commercial opportunities for The Monkeys and Maud.” said Mark Green, The Monkeys CEO. “If we can pull this off we can partner other clients in new ventures and actually contribute with skin in the game. We might be wrong but whilst the industry cries about falling margins little is being done to move upstream and offer clients something different.”
When the first Homer Hudson was launched in the 80s, its advertising was a hit. The lo-fi TV ads, with their “Dragnet” style voice over, promised ice cream honesty and big chunks. “Hi Homer” became something of a conversational catchphrase.
As Homer Hudson is relaunched around the country, The Monkeys have planned a social marketing campaign that will put Homer Hudson back into the hearts and minds of every ice cream lover in the country.
Obviously, the ice cream isn’t being made in The Monkeys’ busy Redfern agency in New South Wales. Instead, Bulla Dairy of Melbourne has been brought on board to turn the ice cream vision into reality.
“We like that Bulla is Australian owned and run, that it’s hugely successful in a very competitive market and that they’re supportive and excited about what we’re doing,” Green said. “They also embrace the Homer Hudson philosophy and are willing to try things that have never been done in this category before.”
“As leaders in the Australian Dairy market, Bulla has enjoyed the opportunity to work with The Monkeys and Maud to bring Homer Hudson back to life. Adding another dimension to the portfolio of Bulla products, we are determined to re-define the super premium ice cream category with a product that will set a new standard in this category,” said Nick Hickford, general manager of sales marketing and innovation.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.