Peters partners with Vice to launch Double Handle Maxibon

Peters Ice Cream has partnered with Vice to produce a long-form video with comedian Aaron Gocs, promoting the release of the Double Handle Maxibon.

The seven-minute film, created by Spark Foundry, shows Gocs visiting the Peters factory, and score the coveted position of taste tester of the new Maxibon.

The campaign will be targeting 16 to 35 year old men, particularly university students and trades people.

A 60-second version of the film will be shown in cinemas, and ads will also appear across EA Games, Tinder and OOH. The campaign will also involve a content partnership with The Betoota Advocate.

Tom Heddon, Spark Foundry Melbourne digital director, said in a statement: “We decided to partner with Vice and comedian Aaron Gocs, who’s a hero to this community – and also a massive Maxibon lover – to launch the product as part of the series, ‘Gocsy’s Australia’. In the series, Aaron visits the everyday heroes who toil away in factories and on production lines to produce Aussie snack favourites such as Maxibon.

“Vice’s tongue-in-cheek documentary style was the perfect launch vehicle to show the real people behind the new Double Handle Maxibon.”

Laura Cetrola, Maxibon brand manager, added: “Maxibon is a brand that resonates with young Australians and taps into the things they care about, and what’s happening right now in culture. To launch one of the most requested formats from our consumers – the Maxibon Double Handle – there was no better partner than Vice because they are at the cutting edge of youth culture, current events, and technology.

“Our audiences look for storytelling that’s real and relatable. Vice’s authentic style of storytelling will bring the Maxibon Double Handle story to life for our fans – and perhaps end the debate of which side of the Maxibon do consumers eat first.”

Brittany Stella, account manager brand partnerships at Vice, said: “Opportunities like this don’t come around every day, but with Peters’ trust from start to finish, the results are comedy and entertainment gold. The combination of the Vice signature story telling lens, with scripted entertainment, has showcased the story behind an iconic Australian product and brand, and left us all craving Maxibons.”


Laura Cetrola – Maxibon Brand Manager
Cuong Lam – Head of Media

Spark Foundry Melbourne
Tom Heddon – Digital Director
Marissa Taylor – Business Director
Keily Brown – Account Manager
Amr Elsayed – Social Manager
Bridgett Schmidtt – Social Co-ordinator

Brittany Stella – Account Manager, Brand Partnerships
Philip Normansell – Head of Sales
Ben Wills – Senior Account Manager


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