Peters Ice Cream leans into nostalgia for Maxibon push

Peters Ice Cream is leaning into nostalgia for its latest Maxibon campaign, reviving the Barney Banana character in a new creative platform spanning television, outdoor and social media.

Developed by Melbourne agency SICKDOGWOLFMAN, the campaign centres on a hero TVC that imagines the once-popular character as a faded celebrity attempting to stage a comeback.

Alongside his long-suffering talent manager Glen, Barney navigates a world that has moved on without him, with the concept extending into a series of shorter teasers and bespoke executions for TikTok and Meta.

The campaign uses the return of the nostalgic character to support the launch of Maxibon Barney Banana, bringing an established Peters property into the Maxibon portfolio.

Peters chief marketing officer Andrea Hamori said the creative approach was designed to reconnect with consumers who remember the original character while introducing him to a new generation.

“Barney Banana is one of those products Aussies have an incredible amount of nostalgia for. We knew if we were going to bring him back, we had to do it in a way they wouldn't expect,” Hamori said.

“Longtime Barney fans are going to go bananas for it, and it might even turn the heads of a few banana deniers along the way.”

Directed by Jemma Cotter through production company Haven't You Done Well, with animation by Alyssa Smedley, the campaign combines live action and 2D animation. The work rolls out across television, outdoor, digital and social channels.