WiredCo. is launching a new PR and influencer marketing campaign for Peters Drumstick to promote its gold partnership with Clean Up Australia.

The campaign is fronted by MasterChef judge and sustainability advocate, Andy Allen, and will be broadcast across multiple channels, including earned media. The campaign includes consumer and trade media relations, bespoke media seeding, celebrity interview management, content creator and influencer engagement, and social media (boosting and on-page). The aim is to raise awareness of the initiative and drive trial as well as registrations for Clean Up Kits.

The creative work was undertaken by Sick Dog Wolf Man.

The companies noted Australia's waste challenge has worsened post-Covid, particularly in urban and suburban areas, with Australians producing more than 74 million tonnes of waste per annum. In its second year collaborating with Clean Up Australia, Peters Drumstick is pledging a further $250,000 towards producing free Clean Up Kits. Drumstick’s ‘Let’s Clean Up Our Backyard’ initiative is calling upon Australians to help clean up their local communities.

To celebrate the initiative, Drumstick is launching two new flavours - Iced Latte and Choc Raspberry Brownie. Australians can order their free Clean Up Kit by scanning the QR code on the Drumstick 4-pack (new flavours only) or by visiting the Clean Up Australia x Drumstick website. Clean Up Australia Day is on Sunday 3 March 2024. The two new Drumstick flavours are available in supermarket freezers and petrol and convenience stores, in four-packs for RRP $9.50 and individual serves for RRP $4.80 (Iced Latte flavour only).

"I took part in Clean Up Australia Day every year as a little tacker, so I am excited to partner with Drumstick, a brand that not only brings joy to Australians but is also taking tangible steps towards a cleaner and more sustainable future," Allen said.

Peters Ice Cream Head of Marketing, Andrea Hamori, said the brand is passionate about protecting the environment, and is calling on all Australians to get involved locally to do their bit by helping to clean up their neighbourhoods.

"Whether it be their local footy oval, side street, bike path; it all makes a tangible difference," she said. “While it was encouraging to see 750,000 Australians participating in Clean Up Australia Day last year, we still have a huge job ahead of us to protect our environment.”

Managing Partner at WiredCo., Michelle Hampton, expressed her excitement about the partnership.

“Like Andy, I also participated in Clean Up Australia [day] as part of our school’s effort each year to keep our community clean, so I’m really excited about this partnership," she said. "The two new Drumstick flavours, Iced Latte and Choc Raspberry Brownie, also happen to be delicious so our office of ice cream lovers, is very happy. The team at Peters Ice Cream feel like part of our team, and vice versa so it’s been a dream working with them on this project.”