The inside scoop on Drumstick’s sweetest campaign yet.
The objective.
Peters Ice Cream came to us looking to make Drumstick the must-have snack associated with the great Australian road trip.
How we rose to the challenge.
The solution was a true sweet treat (and a no-brainer). It involved a complete takeover of our petro and convenience network along with our retail network, to ensure Drumstick stayed top of mind from the servo stop to the grocery shop.
Domination.
Our very first domination of our petro and convenience network with branded window, floor and panel decals supported by the on-screen campaign. Appearing across BP Manly in NSW, BP Malvern in VIC and BP Annerley in QLD.
On-screen activity.
Branded TVC extended across our petro and convenience screens as well as retail screens. Positioned along the path-to-purchase in direct proximity to leading supermarkets.
“Drumstick and road tripping go hand in hand. Drumstick is excited to partner with VMO for a first-of-its-kind opportunity that delivers a contextual media solution in an impactful way. These takeovers drive brand relevancy of Drumstick at a critical moment in the consumer’s path to purchase.”
Eileen Whitta, Marketing Manager at Peters Ice Cream.
