Proud and Punch launches campaign with WiredCo.
WiredCo. has launched a new integrated campaign for frozen dessert company, Proud and Punch along with Peter’s Ice Cream.
The campaign, led by a promotion posted by creator Millie Ford, aims to promote the company’s frozen dessert product which excludes added preservatives and calories.
To support the lead content, WiredCo. claims to create a creative and playful correlation between the product’s USPs, consumers being flexitarian and the cultural trend of situationships through full press office, content production and creator marketing.
@millie how do we feel about situationship soft launches? lol #blinddate ♬ original sound – Millie Ford
Seen through the campaign’s one liners such as ‘Same time, next week?’ and ‘Gone by the morning’, the campaign aims to create a fun and engaging launch through the cultural trend of situationships.
“When we identified Aussies have a flexitarian relationship with better-for-you frozen desserts, WiredCo. made a compelling recommendation to lean into this creatively by drawing comparisons with something culturally relevant like situationships. And that got us very excited.” comments brand manager at Peter’s Ice Cream, Laura Cetrola.
“We know 35% of Aussies are opting for better-for-you frozen desserts – people are balancing indulgence with healthier choices – just as they balance freedom and connection in a situationship. We also know consumers won’t always choose Proud & Punch, and we’re ok with that. But when they want an indulgent treat that’s better for you, we’re here to provide the goods.”
“This situationship comes without red flags and urges Aussies to indulge more than ever. We can’t wait to see how people satisfy their cravings with Proud & Punch,” creative lead at WiredCo., Joe Stuart, added.
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