DRUMSTICK DIPS INTO NOSTALGIA WITH ANZAC BISCUIT FLAVOUR AND A BISCUIT TIN TWIST

Drumstick has launched its new Anzac Biscuit flavour with a humorous campaign inspired by the classic Australian experience of discovering that Nan’s biscuit tin contains everything except biscuits. Created by SICKDOGWOLFMAN, the integrated campaign celebrates nostalgia, family memories and a uniquely Australian cultural icon.

Australia’s enduring love affair with the deceptive biscuit tin has become the centrepiece of Drumstick’s latest marketing push, as the iconic ice cream brand unveils its new Anzac Biscuit flavour alongside a nostalgic integrated campaign from creative agency SICKDOGWOLFMAN.

For generations of Australians, the sight of a familiar round blue biscuit tin has sparked excitement, only for that anticipation to turn to disappointment when the lid reveals sewing supplies instead of sweet treats. It is a shared experience so deeply ingrained in Australian culture that Drumstick has now transformed it into the creative platform for the launch of its newest flavour.

The campaign follows a hungry grandson spending time at his grandmother’s house, searching cupboards and drawers in pursuit of a snack. His quest eventually leads him to the coveted biscuit tin, but rather than uncovering biscuits, he discovers a collection of unusual objects that reveal surprising chapters from his grandmother’s past.

Created in collaboration with director Mitch Kennedy of The Producers, the story unfolds through a series of increasingly unexpected finds. Among the discoveries are clues to a former professional skating career and the existence of a somewhat unsettling sentient doll named Bartholomew, taking the familiar biscuit tin trope in a decidedly surreal direction.

The campaign coincides with the launch of Drumstick Anzac Biscuit, a flavour inspired by the oat and caramel notes of the much-loved Australian biscuit. Introduced in September, the product aims to blend two nostalgic favourites by reimagining a classic pantry staple as a frozen dessert.

Jess Wheeler, creative director at SICKDOGWOLFMAN, said the campaign was built around an experience shared by countless Australians.

“There are few experiences that run you through the full gamut of human emotions quite like discovering a deceptive bickie tin at Nan’s,” Wheeler said. “A classic scenario to celebrate a classic flavour like ANZAC biscuit from Australia’s classic cone.”

Wheeler also praised actor Sally-Anne Upton, who features in the campaign, describing her as “an absolute blast on set”.

Drumstick’s new advertising effort will run across television, out-of-home, digital and social channels, supported by bespoke content developed for Meta and TikTok. The broad media rollout reflects the brand’s ambition to connect with consumers across generations by tapping into a collective memory that remains instantly recognisable.

Andrea Hamori, head of marketing at Peters Ice Cream, said the launch continues Drumstick’s long-standing tradition of reinventing familiar flavours.

“Drumstick has been part of Aussie summers for more than 60 years, so we love finding new ways to bring familiar favourites into the cone,” Hamori said. “Drumstick Anzac Biscuit brings together two nostalgic Aussie favourites in a way that feels familiar, but completely new.”

Describing the flavour as buttery, sweet and packed with biscuit pieces, Hamori added that it is “a treat you’d actually be happy to find waiting in Nan’s biscuit tin”.

Beyond the product launch, Peters Ice Cream has also linked the campaign to a charitable initiative, making a direct donation to Legacy Australia to support its work assisting veterans’ families.

With a blend of humour, nostalgia and distinctly Australian cultural references, Drumstick’s latest campaign turns a universal childhood disappointment into a celebration of memory, family and, at long last, a biscuit tin that delivers exactly what people hoped to find inside.