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Leo Burnett Melbourne Conjures a Touch of Fantastical for Fandangles Campaign

Creative 440 Add to collection

Mighty Nice's Alex Grigg & Darren Price capture a world of colour for Peter's Ice Cream

Leo Burnett Melbourne Conjures a Touch of Fantastical for Fandangles Campaign

Iconic Australian ice cream company Peters has launched the FANDANGLES brand in the highly prized family stick ice cream segment after engaging Leo Burnett Melbourne to help create the new brand from scratch.

Leo Burnett worked with Peters from inception to develop the brand name, positioning and identity, marque, packaging design and communications. 

The result was the first genuine innovation in the family segment in years, said Emma Jane Collins, Peters Ice Cream Head of Marketing. “The family segment was lacking fun and excitement and through research we knew that families were becoming bored with what was on offer. The name FANDANGLES says it all – it’s fantastical, inventive, whatever you want it to be. The collaborative approach with Leo Burnett gave us a brand and a product that delivers this fun and excitement,” she said.

Jason Williams, Leo Burnett Melbourne Executive Creative Director, said: “We are increasingly working with clients to build brands from inception, including naming and design through to communications. Working together on product innovation in this way ensures all elements work seamlessly for optimal results.”

FANDANGLES launched with four flavour variants - ‘caramel popcorn’, ‘fairy floss’, ‘choc shmallow’ and ‘toffee whoopee cookie’. The range is aimed at families and is available in supermarkets and convenience stores nationally. 

The national campaign consists of a series of three 15 second animated TV spots. 

The spots, created with animators Mighty Nice, are supported by outdoor, digital and in-store executions.

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Production Company

Director: Alex Grigg, Darren Price

Producer: Fi Patterson

Production Company: Mighty Nice


Animator: Duncan MacLaren and Michael Singca/ Ben Hubbard

Storyboard Artist: Alex Grigg

Post Production / VFX

3D Artists: Tristan Lock, Wayne Osborne and Greg Petchkovsky and Akhil Mittal

Compositor: Vincent Sousa/ Scott Geersen

Creative Agency

Creative Agency: Leo Burnett Melbourne

Art Director: Robert McDowell

Copywriter: Sarah McGregor

Designer: Matt Portch

Executive Creative Director: Jason Williams

Photographer: Heather Dinas, Miss Bossy Boots

TV Producer: Cinnamon Darvall


Music Production: Nylon


Advertiser: Peters Ice Cream

Brand: Fandangles

Categories: Desserts, Food

Leo Burnett Singapore, Thu, 02 Oct 2014 11:35:27 GMT