Peters Ice Cream goes bold with Adshel

6 October 2016

Creative Agency: Leo Burnett Melbourne
Media Agency: Zenith

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Peters Ice Cream is channeling summer with a bright outdoor campaign for its new healthier product.

Peters Ice Cream has teamed up with Adshel to launch its new frozen treats brand, Proud & Punch.

Featuring bold and colourful creative, the Adshel campaign is designed to promote the freshness of this latest range from Peters, which is all about real flavours that pack a punch.

The bus shelter installations, located at Ryde and Newtown in Sydney, St Kilda in Melbourne and Ann Street in Brisbane, reflect the real ingredients used by the Proud & Punch brand.

Each feature a vertical garden display integrated into the panel, along with vibrant decals and a full wrap showcasing illustrations of the brand creative, from Leo Burnett Melbourne, with tropical garden and Australian birdlife motifs. 

Adshel’s sales and marketing director David Roddick says: “Peters is a cool iconic Australian brand that always packs a punch and we’re proud to work with them on this flavoursome and refreshing out-of-home execution. Adshel is excited to be bringing these new products to life with such a uniquely wholesome creative across our street furniture network and using Adshel Immerse for amplification."

Peters head of marketing Alicia Munday says the product offers a healthier option to consumers so they can feel good about what they are eating.

“Consumers have become more interested in the products that they buy, wanting to know about the ingredients used, and how they are sourced and produced,” she says.

“Being a new master brand, our biggest challenge was to create awareness of Proud & Punch and encourage trial. Using key Adshel placements we’ve brought the freshness of our new product range to life, as well as the fun and vibrant nature of the brand.”

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