The inside scoop on Drumstick’s sweetest campaign yet.

Peters came to us with a clear ambition, make Drumstick the must-have snack of the great Aussie road trip, whilst also driving trial. From Gen Z to Boomers, the Aussie road trip is a shared summer ritual, one that cuts across generations and comes with a universal truth: the snack stop always matters.

Our solution was a true sweet treat (and a no-brainer). We brought Peters’ new Rocky Road Drumstick campaign to life through our very first domination of our petro and convenience network, showing up at those high-intent pit-stop moments when cravings strike, and decisions are made. From Sydney’s Northern Beaches to the inner suburbs of Melbourne and the Sunshine State, the campaign appeared across BP Manly in NSW, BP Malvern in VIC and BP Annerley in QLD. From there, we extended the campaign across our retail network, connecting with shoppers on the path to purchase in direct proximity to leading supermarkets. It meant Drumstick stayed top of mind from the servo stop to the grocery shop.

Eileen Whitta, Marketing Manager at Peters Ice Cream, commented on the campaign, “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.”

Peters Drumstick campaign showed up exactly when it mattered most, owning summer pit stops and shopping trips with a bold, high-impact presence. A campaign that didn't just cement Drumstick as a sweet treat but claimed its spot as the ultimate road trip snack.