Maxibon fresh out of the bakery in new Sickdogwolfman campaign
Ice cream brand Maxibon has launched a fresh campaign to raise awareness of its new Hedgehog Slice and Vanilla Slice flavours.
Developed via a partnership with advertising agency Sickdogwolfman, the integrated platform positions Maxibon as a baking product, merging the concept of bakeries and Maxibon together, while giving classic phrases such as “get ’em while they’re hot” and “fresh out the oven” a cold twist.
“The Bon tribe love a new flavour. We were already very excited to bring these two new bakery-inspired Bons to life, and the second the SICKDOG team presented us this concept, we knew we had a winner. Build a bakery in a freezer. Simple. Fun. And definitely ‘born different’,” said Maxibon brand manager Stephanie Chosich.
Sickdogwolfman worked with the director duo Will and Sej and production company Haven’t You Done Well Productions to design the campaign and bring it to life.
“Whether it’s a post-long-meeting pick me up or a country town pit stop, we’re all very prone to succumbing to a little bakery treat,” Sickdogwolfman’s creative director, Jess Wheeler, said.
“Turning two of our beloved bakery slices into ice cold Bons is a bonafide winner. So we built a bakery in a freezer. Because, why not?”
Maxibon’s latest advertising offering is launching across digital, social, film and out-of-home (OOH) channels.
The Hedgehog and Vanilla Slice campaign isn’t the first time Sickdogwolfman and Maxibon have worked together on a product launch.
In April 2024, both parties came together for a campaign advertising Maxibon’s peanut butter and jelly ice cream.
Client: Maxibon
Head of Marketing: Andrea Hamori
Creative Lead: Damian Kelly
Marketing Manager: Eileen Whitta
Brand Manager: Stephanie Chosich
Agency: SICKDOGWOLFMAN
Business Director: Jarrick Lay
Creative Director: James Orr
Creative Director: Jess Wheeler
Design Director: Jake Turnbull
Designers: Adam Groeneveld, Blaine Gillan
Account Director: Victoria Concha
Account Manager: Tish Wiseman
Agency Producer: Nick Livingston
Production Company : Haven’t You Done Well
Director: Will & Sej
Producer: Tessa Mansfield-Hung
Executive Producer: Tom Rickard
Executive Producer: Georgia Mappin
Production Assistant: Louise Todd-Smith
Production Assistant: Lucy Bain
1st AD: Jess O’Farrell
DOP: Marcus Cropp
Food Stylist: Lee Blaylock
Editor: Will & Sej
VFX: Josh Regoli
Colourist: Daniel Witt (Moodlab)
Photographer Bakery: Paul Hermes
Photographer Talent: Ryan Creevey
SFX/Sound Mix: Liam Annert (Rumble)
Editor’s note: Mumbrella has changed the way it deals with company names. House style is now to use standard proper noun capitalisation on all names regardless of brand typography. Brand typography may be retained in direct quotes from releases.
