Peters’ Drumstick Celebrates Summer In New JCDecaux Campaign

Peters’ Drumstick Celebrates Summer In New JCDecaux Campaign
SHARE
THIS



JCDecaux has delivered a little taste of summer nationwide in a new campaign for Aussie ice-cream favourite Drumstick.

For the campaign, Peters Ice Cream and its media agency Spark used TV, digital, sport broadcast partnership, and Out-of-Home during the peak summer period.  A component of the Out-of-Home campaign uses a combination of high-impact large format sites across Australia plus broadcast scale on JCDecaux’s Street Furniture network and celebrates all things iconically summer.

A special build for JCDecaux’s Bondi Beach site – Sydney’s ultimate summer destination – transformed a bus shelter, using the Drumstick’s recognisable cut-out in burnt orange hues.

The Out-of-Home campaign across the network includes messages designed to evoke classic Aussie summer memories: “We’ve missed your seatbelt burn” and “Befriending someone for their pool” for a fun, tongue-in-cheek campaign, well-timed to co-ordinate with rising temperatures across the nation as summer finally sets in.

JCDecaux head of creative solutions, Ashley Taylor, said: “This Out-of-Home campaign component came at a time when people have been desperate for a bit of sun, sand and relaxation after a difficult 2020. We really wanted to recreate those happy memories of eating an ice-cream after a hot day at the beach; something that has been such a staple of summer for generations of Australians.”

JCDecaux chief commercial officer, Max Eburne, commented “This a great example of multi-format Out-of-Home working hard as part of a well-executed multi-channel campaign.  Peters have created the perfect blend of high-impact through large format sites, broadcast reach and point-of purchase proximity through Street Furniture, with enhanced creativity in key strategic summer hotspots such as Bondi Beach.”

Peters, which has been producing ice-cream for Aussies since 1907, engaged JCDecaux for the summer Out-of-Home campaign, specifically focused on promoting the iconic Drumstick ice-cream.

Peters’ Client Partner at Spark, Marissa Taylor, said: “We have worked with Peters to develop a true multi-channel campaign to deliver an engaging, light hearted and effective message to consumers over the summer period when ice cream is at its most popular. The Out-of-Home component with JCDecaux takes our message to the streets and beaches, where people are out and about and can enjoy a Drumstick on a hot summer’s day. The Out-of-Home approach perfectly complements our TV broadcast activity and digital strategy.”

The Peters campaign will run nationwide until April 2021.

Please login with linkedin to comment

JCDecaux

Latest News

Creating Efficiencies in the Age of Consumer Privacy
  • Marketing

Creating Efficiencies in the Age of Consumer Privacy

In this opinion piece, Jess Miles, Country Manager ANZ of Integral Ad Science, reflects on the questions surrounding consumer data. The ability to collect consumer data online has revolutionised digital advertising by enabling customised targeting strategies and data collection. This reliance on data has been the cornerstone of many audience targeted strategies enabling marketers to […]

Opinion

by Kathleen Farmilo

Kathleen Farmilo
Jye Smith Named President Of Vibewire Board
  • Media

Jye Smith Named President Of Vibewire Board

After ten years of board leadership of the young entrepreneurial collective Vibewire, Founder & Co-CEO of Disruptors Co. Gavin Heaton is passing the torch to fellow strategy and creative leader Jye Smith, Founder and Director of branding and design studio DOUBLESTAR CO, who will now take over as Board President.

Australian CDP Lexer Raises $33.5M In Funding
  • Technology

Australian CDP Lexer Raises $33.5M In Funding

Lexer, the Customer Data Platform for brands and retailers, today announced it has raised AU$33.5 million in Series B funding, bringing its total funding to AU$43 million. The round was led by Blackbird Ventures and King River Capital, with Series A investor January Capital also participating. Blackbird’s Rick Baker will join the Lexer board. The […]