Millie Ford, best known for her viral TikTok videos, has dropped a bombshell. She has landed herself indulging in a new situationship with a tall, dark, handsome vegan. But who exactly has captured her heart?
It’s none other than Proud & Punch’s latest frozen dessert: Hazelnuts About Chocolate…
WiredCo.’s latest integrated campaign for popular better-for-you frozen treats brand by Peters Ice Cream, Proud & Punch, was born from an insight that Aussies have a flexitarian relationship with frozen desserts…much like a situationship.
“The frozen desserts category is buzzing right now and although Proud & Punch as a better-for-you brand, has a loyal following of consumers, we’re under no illusions our customers can be flexitarian with their choice, meaning occasionally they’ll opt for an ice cream dessert with all the trimmings.
Most brands would see this as something they need to ‘fix’ however we decided to embrace it and centre our new campaign around it,” said Managing Partner at WiredCo, Michelle Hampton.
The campaign kicked off with Millie Ford posting an unbranded video of herself announcing her new situationship following a blind-date set up by her friends. This was followed by a Part 2 video which revealed the tall, dark and handsome blind date being the new Proud & Punch Hazelnuts About Chocolate – the brand’s newest innovation that promises all the indulgence consumers crave, without the added calories or added preservatives.
To support the lead content, WiredCo,’s campaign also encompasses full press office, content production and creator marketing. Using cheeky one-liners in the creative such as “Same time next week?”, “Gone by the morning” and “Stripped down to 100 cals”, WiredCo. was able to strike a fun and playful correlation between the product’s USPs, consumers being flexitarian and the cultural trend of situationships.
Laura Cetrola, Brand Manager at Peters Ice Cream comments:
“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.
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,” explained Laura.
“Indulge in a Situationship with Proud & Punch as our creative line, felt perfect,” added Laura.
Creative Lead at WiredCo. Joe Stuart says:
“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.”
WiredCo., a B&T Independent, Campaign Asia and AdNews Agency of the Year is one of Australia’s fastest-growing and most awarded independent creative brandformance businesses; home to some of Australia’s most loved brands such as Peters Ice Cream, Pizza Hut, R.M.Williams, Red Bull, THE ICONIC, Reckitt, Georg Jensen, and Indeed; all wrapped up in a people-first culture.
Check out WiredCo.: Website, LinkedIn, Instagram, TikTok.
