We’ve all been there. Bored at Nan’s house, hankering for a tasty treat, you rifle through drawers and cupboards, until, finally you gaze upon it. Like a circular blue oasis in a desert of trinkets and silverware. The bickie tin. But not all is as it seems, for you soon learn it is but a mirage filled with sewing needles, sharp pins, strings of yarn, and a two-pound freshwater bass?

Everyone’s been fooled by Nan’s bickie tin at some point. SICKDOGWOLFMAN has seized this uniquely strange, but classic Aussie experience for Drumstick, using the agency’s left-of-centre humour and amoeba-thinking (Anzac biscuit icecream – Anzac biscuits – Nan’s Anzac biscuit tin – Nan’s secret store) to introduce the Anzac Biscuit Drumstick in time for summer.

The hero commercial, directed by The Producers’ Mitch Kennedy, features a hungry grandson delving into Nan’s bickie tin to find hidden treasures such as a stolen skating trophy and a somewhat creepy sentient doll named Bartholomew.

Jess Wheeler, creative director, SICKDOGWOLFMAN, stated, “There are few experiences that run you through the full gamut of human emotions quite like discovering a deceptive bickie tin at Nan’s. A classic scenario to celebrate a classic flavour like ANZAC biscuit from Australia’s classic cone. And what a treat to work with a talent like Sally-Anne Upton, who was an absolute blast on set.”

Andrea Hamori, head of marketing, Peters Ice Cream, added, “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. Drumstick Anzac Biscuit brings together two nostalgic Aussie favourites in a way that feels familiar, but completely new. It’s buttery, sweet, packed with biscuit pieces and, most importantly, it’s a treat you’d actually be happy to find waiting in Nan’s biscuit tin.”

The campaign will run across TV, OOH, digital, and social, with a series of edits for Meta and TikTok. As part of the launch, Peters Ice Cream has made a direct donation to Legacy Australia in support of its work with veterans’ families.

The TVC may be the campaign’s star, but the social support acts work hard to steal the spotlight: