Melbourne creative agency SDWM has been added to the roster of agency partners for Peters Drumstick, following a competitive pitch.

The collaborative partnership will see brand and agency join forces to shape the future of Drumstick, from brand through to innovation, with SDWM assuming responsibilities effective immediately.

Peters Ice Cream head of marketing Andrea Hamori said: “It’s an exciting time for Drumstick, as we celebrate
over 55 years of heritage while setting our sights on the next 55 years.

“In SDWM we’ve found a like-minded and relentlessly driven partner to help us tackle this challenge.

“They share our values and think big while moving fast and we can’t wait to unleash the potential of it”.

SDWM creative founder Elle Bullen added: “We’re thrilled to have the opportunity to help write
the next chapter in this iconic brand’s story.

“Drumstick is ingrained in Australian culture, and alongside the brand team we plan to cement it there.”

In recent years, Maxibon has been a major factor in Peters’ advertising campaigns, focusing on its cult status, as opposed to Drumstick’s reputation as a legacy brand.

Maxibon was proclaimed to be the first FMCG brand to enter the competitive gaming sector by sponsoring an Aussie eSports team, and launched last year’s quirky Bonforce campaign that targetted young males, aged 18 to 24.