Results and Effectiveness

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.

Creative Execution

We knew this would be an item our target market would want, they just needed to see it in action. In what was dubbed some “B2B” (Bloke-2-Bloke) marketing, the Hangryman was launched with a long-form film, outdoor media, point-of-sale and social messaging. Each of these channels was designed to raise awareness of the Hangryman, and what it was designed to do (keep Maxibons ice cold to eat on the go). These touch points all fed eager fans to the online shopping channel, where they could get their hands on the Hangryman. Once sent out, 2 for 1 promo offers kept guys strapping on their Hangrymans, sending in selfies, and basically acting like walking billboards for the brand: all at no extra cost.

Insights, Strategy and the Idea

Maxibon is a big ice cream for a big hunger. But compared to the rest of the snacking category, it also has a big problem. It melts. To compete against the big boys of male-snacktime (chips, chocolate bars, doughnuts) we needed a way to make Maxibon readily available when hunger – or hangry (when you’re so hungry you’re angry) – hits. So our idea was to turn the brand’s weakness into an asset by harnessing (literally) a thing our Australian male target market loved: the Esky. Only miniaturised to the size of two Maxibons, made to easily attach to any man’s belt, and renamed ‘The Hangryman’. Our strategy was to make the Hangryman an object of desire, so when guys got hungry, they had our brand and product on their belts ready to satisfy.