Haagen-Dazs finds the perfect way to hide ice cream in Trojan Peas

For parents that have always struggled to hide their evening treats from the kids, Haagen-Dazs now has the answer in an empty bag of peas to hide your tub inside.

The ‘Trojan Peas’ come in response to the brand’s insight that 41% of Australians hide their treats so they aren’t stolen by family members or housemates.

The initiative, from Thinkerbell, has kicked off a social media campaign in which influencers and Australian personalities show off how they are able to keep their ice cream a secret.

Comedian, Em Rusciano, teamed up with the brand to create a classic ‘How To’ video on using the bag for her Instagram. The earned media approach has gained attention on radio.

“We believe that Häagen-Dazs is the ice cream of ice creams and therefore worthy of protection. We’re excited to be bringing the idea to life and helping Aussies savour their precious treat time,” said senior brand manager, Leanne Badcock.

The Trojan Peas bags are available through Haagen-Dazs’ Instagram page. The bags were specially designed to use a dull shade of green and bland imagery to make it unappealing to the eye.

Thinkerbell chief creative tinker, Ben Couzens, said: “Inspired by the legendary tale of the Trojan Horse (as well as boring bags of frozen peas), we specially designed the pack with ugly colours and dull branding to ensure that no kid, partner, or housemate would ever want to look inside. Ok, it’s really just a boring bag of peas, but that’s the point.”


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