Peters’ Drumstick Celebrates Summer In New JCDecaux Campaign

Peters’ Drumstick Celebrates Summer In New JCDecaux Campaign
Rochelle Burbury
By Rochelle Burbury
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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.

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