Originally published: Mumbrella, 23 September 2026
Social Transformation™ agency 1000heads has brought the launch of the new Streets Bluey Frozen Treat to life through a national advocate programme and creator engagement, connecting families and creators with the product from doorstep to real-world experience.
Streets, part of The Magnum Ice Cream Company, and BBC Studios partnered to bring the new Bluey Frozen Treat to Australian families. 1000heads was tasked with building excitement beyond the product launch through a combined PR and creator strategy, generating media coverage while creating authentic opportunities for advocates and creators to experience, share and amplify the campaign.
The partnership brings together Bluey’s celebration of play and shared everyday moments with Streets’ longstanding place in family occasions, resulting in a playful mixed berry frozen treat.
To build a broader cultural story around the campaign, 1000heads also facilitated research through Pureprofile among 1,000 Australian parents. The research explored family life, ice cream rituals, nostalgia and the everyday moments families share together, providing evidence-led insights that informed the campaign activity. The research found 79% of Australian parents would rather their child remember “a lifetime of small, everyday moments together” than one big holiday or trip.
And with more than a quarter of parents (28%) saying they have less unplanned, spontaneous family time now, sharing an ice cream together – mess and all – is a simple way to make more of it.
