DrumstickClean Up Our Summer
- Campaign
- Activation
For 60 years summer and Drumstick have been synonymous. So to celebrate our milestone birthday we wanted to give back to the season that gives so much to all of us. Instead of your typical birthday flavours, we took inspiration from our beloved summer spots here in Australia. Partnering with Clean Up Australia we created three new Drumstick flavours, ‘Let’s Clean Up Our Beaches’, ‘Let’s Clean Up Our Rivers’ and ‘Let’s Clean Up Our Parks’. Part delicious snack, part rally cry, we called on the nation to scan the pack and sign up for a free Clean Up kit to help protect summer for years to come. The results were outstanding, with huge customer support, business support and a rapid increase in orders for Clean Up Kits.
Aerial photography of Australian scenes became our product packaging to ground each flavour in place. To connect OOH ads to the product, we created a layering device that utilised aerial photography as a frame, while drawing attention to a central human moment, a reminder of the moments that are worth cleaning up to preserve.
Each pack comes with a special QR code through which you can sign up for a free Clean Up Australia kit, which includes compostable bags and gloves.
To launch the campaign, Drumstick went on tour activating popular beaches, parks and rivers in their Clean Up Truck. Safely exchange litter and rubbish for a free Drumstick treat.