Drumstick has rolled out its latest campaign under the Classic platform, tapping into one of Australia’s most enduring summer rituals: the family road trip.
The work, created by independent agency SICKDOGWOLFMAN, introduces the brand’s new Road Trippers range with flavours inspired by two of the country’s best-known “big things”.
The range includes Rocky Road, nodding to the Big Rocking Horse in the Adelaide Hills, and Banana Caramel, a reference to the Big Banana in Coffs Harbour.
The launch centres on a hero film by production company The Producers, following a family whose getaway quickly goes off-track thanks to a father determined not to admit he’s lost.
The campaign extends into a social series, Classic Servo Reviews, fronted by creator Georgia McCudden.
Travelling from Bulga in New South Wales to Ballandean in Queensland and Batesford in Victoria, she spotlights the eccentricities of regional servos – from knitted dunny-roll dollies to fly-covered thongs.
View this post on Instagram
Jess Wheeler, creative director at SICKDOGWOLFMAN, said the platform continues to offer rich creative ground: “We’ve been in love with this platform since it launched because of its ability to build narratives around modern Australian culture, and who doesn’t love a classic road trip? Whether you’re a stone’s throw down the highway or travelling all the way interstate, the servo stop for a Drummie is always a mandatory part of the schedule.”
Wheeler also joked that getting lost is part of any true road trip, recalling a detour that ended with him paying a farmer $20 to siphon petrol from a truck, a tale he says is “a story for another day.” Hopefully someone asks him about it.
Carla Loucas, marketing manager at Peter’s Ice Cream, said road trip culture was the natural next step for the brand.
“Drumstick is all about celebrating those classic Aussie moments, and nothing feels more Australian than loading up the car, hitting the road and finding joy in the journey. The Road Trippers range with our new Rocky Road and Banana Caramel flavours brings that feeling to life. The team at SICKDOG and The Producers have knocked it out of the park once more.”
The campaign will run across TV, out-of-home, digital and social channels. Additional short-form content, including six-second cuts of the hero film, supports reach across platforms.
Credits
Client: Peters Ice Cream
Head of Marketing: Andrea Hamori
Marketing Manager: Carla Loucas
Brand Manager: Michael Dib
Creative Lead: Damian Kelly
Agency: SICKDOGWOLFMAN
Business Director: Jarrick Lay
Creative Director: James Orr
Creative Director: Jess Wheeler
Design Director: Jake Turnbull
Senior Copywriter: Siobhan Joffe
Art Director: Leonie Duff
Copywriter: Tremayne Gary
Account Director: Victoria Concha
Account Manager: Tish Wiseman
Agency Producers: Nick Livingston, Amy Simmons
Production Company: The Producers
Director: Mitch Kennedy
EO: Tanya Spencer
Producer: Georgia Rankin
DOP: Tony Luu
Casting: Studio P
Post: Manimal
Post Producer: Crystal Nash
Colourist: Trish Cahill
Online: Ryan Brett
Sound Design: Production Alley