Inside 1000heads' doorstep-to-activation campaign for Streets' Bluey treat

1000heads, Streets, part of The Magnum Ice Cream Company, and BBC Studios partnered for the launch of the Streets Bluey Frozen Treat.

The partnership brought together Bluey’s celebration of play and shared everyday moments with Streets’ longstanding place in family occasions, resulting in a playful mixed berry frozen treat.

The agency was tasked with building awareness beyond the PR and creator strategy through media coverage and creator engagement. They created authentic opportunities for advocates and creators to experience, share and amplify the campaign.

The campaign began with a gifting program, with more than 40 families in Melbourne, Sydney and Brisbane receiving doorstep deliveries of the product ahead of its public release, prompting families to share their reactions on social media.

1000heads also commissioned research through Pureprofile among 1,000 Australian parents on family routines and ice cream habits. The research found 79% of parents would rather their child remember "a lifetime of small, everyday moments together" than one big holiday or trip, and 28% said they have less unplanned family time now than in the past.

The campaign concluded in Brisbane, where creators attended a Streets Bluey activation built by experiential agency Rockstar ahead of its public opening. The activation included early access to the product, a meet-and-greet with the Bluey and Bingo characters, and a live cross on the Today Show.

"The opportunity was to take a product launch and create something that felt genuinely relevant to families,” Lena Habkouk,1000heads APAC, Brand & Creator Experiences Director, said.

“By starting with an intimate first-to-try experience at home and then bringing selected creators into the live activation, we were able to build a connected journey that encouraged authentic advocacy and gave the launch a broader cultural story.”

Kalli Swaik, Marketing Director ANZ, The Magnum Ice Cream Company, said: "Partnerships like this are an important way for us to bring fresh excitement to the category, connect with families in new ways and continue growing the Streets brand.

"With the support of 1000heads and Rockstar, we've been able to bring the launch to life beyond the freezer aisle, creating memorable experiences that gave families and creators new ways to connect with the brand and share in the fun."

CREDITS

1000HEADS
Michelle Braslin - Client Services Director
Daniella Brenner - Social Strategy Director
Lena Habkouk - Brand & Creator Experiences Director
Simran Lala - Account Manager
Maia Lee - Senior Account Executive 
Freya Rowe - Account Executive
Wendy Huynh - Art Director
Alyssa Yap - Designer 
Lucy Saarelaht - Public Relations & Strategic Communications Director

CLIENT / PARTNERS
The Magnum Ice Cream Company 
Juliette Fleming - Marketing Manager
Kesara Bhana - Brand Manager
Georgia Wroughton - Brand Manager
Nisha Warrier - Media, Digital and Commerce Lead ANZ
Steven Chedid - Assistant Media Manager
Stefania Canalicchio - Senior Designer
Kalli Swaik - Marketing Director ANZ
Joshua Mesquita - Senior Brand Manager

BBC Studios
Ludo Studio

Rockstar Management 
Aislinn Brackenrig - Creative Director
Tiff Barrass - Producer
Kim Carter-Morrison - Executive Partner & Strategic Director 
Jordan Pilcher - Assistant Producer