To celebrate the arrival of summer, Streets Ice Cream has released Green & Golden Gaytime and Paddle Pop Aussie Rainbow ice creams. A unique twist on the iconic rainbow Paddle Pop and Golden Gaytime, these must-try frozen delights mark the anniversary of Streets being around for 80 Australian summers.
Knowing they’d be hard to resist, Res Publica developed a tactical campaign to drive trial and awareness among key lifestyle media, food bloggers, Sydney-based radio stations and morning TV programs.
Premium green and gold boxes were created to deliver the ice creams to media who were encouraged to share their delight of experiencing this fresh take on some Aussie favourites under the hashtag #StreetsGreenandGold. The campaign resulted in over 40 brand mentions across online outlets and social media channels.