Peters Ice Cream has partnered with independent creative agency WiredCo to launch a new campaign for its Proud & Punch brand.

The campaign, titled 'Indulge in a Situationship with Proud & Punch', features viral TikTok star Millie Ford in a 'situationship' with the brand's latest frozen dessert, Hazelnuts About Chocolate.

The campaign was inspired by the insight that Australians have a flexitarian relationship with frozen desserts, much like a 'situationship'. This concept has been creatively incorporated into the campaign, which includes full press office, content production, and creator marketing.

"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," said Brand Manager at Peters 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."

The creative uses cheeky one-liners to draw a correlation between the product's USPs, consumers being flexitarian, and the cultural trend of 'situationships'.

"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.

"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," said Creative Lead at WiredCo, Joe Stuart.