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Trojan Peas

Häagen-Dazs Australia

Issue 57 | December 2020

Agency

Thinkerbell

Creative Team

Chief Creative Officer Ben Couzens Creative Tom Vizard

Production Team

Agency Producer Katie Ayling

Other Credits

Account Manager Jiaan Koch Account Director Jess Graham Chief Strategy Officer Adam Ferrier PR Natalie Duncan

Date

October 2020

Background

Nationwide research commissioned by Häagen-Dazs in Australia recently discovered that 41% of Australians hide their treats so they aren’t stolen by family members or housemates.

Idea

“Trojan Peas” was a response to these findings, an innovation to help loyal customers of Häagen-Dazs hide their ice cream from sneak thieves.

A fake bag of peas was designed with ugly colours and dull branding to ensure that no child, partner, or housemate would ever want to look inside.

High-profile influencers showed the groundbreaking innovation in action across social channels.

5000 Trojan Peas bags were up for grabs via a competition through the Häagen-Dazs Instagram page.

Results

Trojan Peas was picked up by mainstream media and discussed across radio, TV, online and social with a combined reach of 6 million resulting in a 38% increase in baseline sales.

Our Thoughts

We loved the idea. It’s funny! And right now laughs are thin on the ground so big thanks to Thinkerbell and Häagen-Dazs for some light relief. Also, we love the fact that only two creative people are credited. We say ‘only’ because there is a tendency these days to give everybody in the agency a credit. One award-winning radio commercial had a global COO, an agency COO, 4 ECDs and 2 creative directors attached to it. In other words, the poor sod who did the work had to negotiate eight people, each of whom would almost certainly have tried to mess it up before hitching their own names to his.

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