Title | MAXIBON HANGRYMAN |
Brand | PETERS ICE CREAM |
Product / Service | MAXIBON |
Category | A02. Ambient media: small scale (incl. premiums and giveaways) |
Entrant | LEO BURNETT MELBOURNE, AUSTRALIA |
Entrant Company | LEO BURNETT MELBOURNE, AUSTRALIA |
Advertising Agency | LEO BURNETT MELBOURNE, AUSTRALIA |
Production Company | EXIT FILMS Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Jason Williams | Leo Burnett Melbourne | Executive Creative Director |
Andrew Woodhead | Leo Burnett Melbourne | Creative Director |
Robert Mcdowell | Leo Burnett Melbourne | Art Director |
Daniel Sparkes | Leo Burnett Melbourne | Art Director |
Edward Heckes | Leo Burnett Melbourne | Copywriter |
John Trifonopoulos | Leo Burnett Melbourne | Production Manager |
Tim Shelley | Leo Burnett Melbourne | Digital Art Director |
Matt Peters | Leo Burnett Melbourne | Digital Designer |
Adam Brock | Leo Burnett Melbourne | Developer |
Chris Steele | Leo Burnett Melbourne | Social |
Cinnamon Darvall | Leo Burnett Melbourne | Senior Broadcast Producer |
Stephanie Lee | Leo Burnett Melbourne | Junior Broadcast Producer |
Lauralee Cuzner | Leo Burnett Melbourne | Account Director |
Suzi Williamson | Leo Burnett Melbourne | Account Executive |
Emma Jane Collins | Peters Ice Cream | Head Of Marketing |
Marylyn Navarro | Peters Ice Cream | Markering Manager |
Chris Martin | Peters Ice Cream | Brand Manager |
Maxibon is a big ice cream for a big hunger, loved by Australian blokes. Our client wanted to change the perception of the brand from being just another ice cream option to being seen instead as a genuine snacking alternative for hungry guys – up against chips, chocolates and doughnuts.
The Hangryman provided Maxibon with a solution to a melting mess on the go, and at the same time, made men see the ice-cream in a new light: as a genuine snacking option. By taking something well known for cooling, and putting a Maxibon twist on it, our target market was immediately able to relate to the idea. Add that to a humour-heavy campaign as well as ongoing 2-for-1 Maxibon vouchers and Aussie blokes couldn’t wait to strap on their very own Hangryman.
The problem was that ice cream melts. So our idea was to turn the brand’s weakness into an asset by harnessing (literally) something our Australian male target market already loved: the Esky. Only we shrunk it down to the size of two Maxibons and renamed it ‘The Hangryman’. Our strategy was to make the Hangryman an object of desire amongst blokes, spiking online engagement for the brand, increasing the social fan base, and creating something that provided an ongoing connection with the brand.
Within hours of launching the Hangryman, hundreds had been ordered through the online shopping channel, with over 55,000 unique visitors during the campaign. Guys started strapping on the Hangryman, acting as very hairy promo ‘girls’ for Maxibon. It became an icon that resinated with all tradies, truckies, footy players and blokes, who took a lot of selfies with it – over 2,000 user photos and counting. Most importantly of all, the Hangryman helped guys see Maxibon as a genuine snacking option on the go, and created a permanent reminder of the brand right there by their sides.