Peters Drumstick has announced a gold partnership with Clean Up Australia with MasterChef judge Andy Allen fronting the campaign to promote the initiative. The “Let’s Clean Up Our Backyard” platform was crafted by creative agency Sick Dog Wolf Man, with WiredCo executing the PR and influencer marketing.
In its second year with Clean Up Australia, Peters Drumstick has pledged an additional $250,000 towards free Clean Up Kits. As a sustainability advocate, Allen’s collaboration underscores the campaign’s goal of promoting positive change and a cleaner, more sustainable future.
Drumstick has launched two new flavours for the campaign, Iced Latte and Choc Raspberry Brownie, inspired by urban and suburban neighbourhoods.
The campaign aims to raise awareness and encourage Australians to participate in cleaning their local communities through Clean Up Australia, inspiring them to trial and register for Clean Up Kits.
This effort responds to the worsening waste challenge in Australia post-Covid, especially in urban areas, where citizens produce over 74 million tonnes of waste annually.
Allen remarked, “I took part in Clean Up Australia Day every year as a little tacker, so I am excited to partner with Drumstick, a brand that not only brings joy to Australians but is also taking tangible steps towards a cleaner and more sustainable future.”
Andrea Hamori, head of marketing at Peters Ice Cream, urged Australians to contribute to the cause by cleaning up their neighbourhoods. Hamori expressed, “While it was encouraging to see 750,000 Australians participating in Clean Up Australia Day last year, we still have a huge job ahead of us to protect our environment.”
WiredCo.’s managing partner, Michelle Hampton, expressed enthusiasm for the partnership, commenting, ““Like Andy, I also participated in Clean Up Australia [day] as part of our school’s effort each year to keep our community clean, so I’m really excited about this partnership.
“The two new Drumstick flavours, Iced Latte and Choc Raspberry Brownie, also happen to be delicious so our office of ice cream lovers, is very happy.”
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Top Image: Andy Allen