Peters Ice Cream launched their ‘Proud & Punch’ ice blocks with the aim of proving to a health-conscious consumer demographic that sweet treats can be part of a healthy, active lifestyle. Rather than waiting for customers to make their way to the freezer aisle, we brought the product into their world – devising a strategy that saw a fleet of 3-wheeled bicycles holding branded freezers bringing samples to events like the Melbourne Food and Wine, Noosa Triathlon, The Newtown Festival, Ironman Sunshine Coast and Adelaide Vogue Fashion Festival over the summer season. At the same time, we delivered experiential pop-up activations at locations like Bondi Beach and Circular Quay – and rolled out a national in-store sampling campaign.