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Maxibon Unveils Bakery-Inspired Frozen Bons in Playful Campaign

05/03/2025
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SICKDOGWOLFMAN鈥檚 latest campaign for Maxibon puts a baker in a commercial freezer
To celebrate Maxibon鈥檚 two new bakery-themed flavours, Vanilla Slice and Hedgehog Slice, SICKDOGWOLFMAN has cooked up a new integrated campaign with Haven鈥檛 You Done Well Productions.

Jess Wheeler, creative director, SICKDOGWOLFMAN, said, 鈥淲hether it鈥檚 a post-long-meeting pick me up or a country town pit stop, we鈥檙e all very prone to succumbing to a little bakery treat. 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?鈥

The campaign playfully merges the worlds of bakery treats and frozen Bons by taking a baker and putting him in a commercial freezer - complete with double-layered wood-fired flash-freezing bon-baking oven.

Stephanie Chosich, Maxibon brand manager, said,  鈥淭he 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 鈥榖orn different鈥.鈥

The campaign was created in collaboration with Haven鈥檛 You Done Well Productions and director duo, Will & Sej. The campaign will roll out via film, OOH, and digital/social.
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