Monday may have been a bitter pill to swallow for Bronwyn Bishop but for lovers of biscuity ice cream the start of the working week was a sweet one – or was it? Has Australia been played by a junk food mastermind?
After a few short weeks campaigning on Facebook for Streets to release a 1.25L tub version of the Golden Gaytime, Jesse James McElroy has got his wish, as have his 4500 fans of the Facebook page: Golden Gaytime Icecream Tub Project.
Though it appears to be a grass roots social media campaign, McElroy is a professional ad man.
McElroy told Fairfax Media he was in no way connected to Streets but would appreciate remuneration for all the publicity he has drummed up.
"When it comes to money verses ice cream, I'll take ice-cream every time. Maybe a lifetime's supply or just the first person to receive a two litre tub, if they do that next," he said.
It's worth noting McElroy directed the 'Kit Kat Chunga' commercial in 2008.
Rabbit Content's co-executive producer Alex Hay told Fairfax Media Golden Gaytime maker Streets was not a current client.
McElroy claimed his campaign had willed the Gaytime tub into creation, posting on his Facebook page on Sunday night: "Everybody shut the f--- up ... We did it ... Well actually I did most of it ... After writing my letter ... THEY RELEASED IT (only in 1.25 litre ... I guess that will have to do ... For now)".
In a comment thread, McElroy joked with friends that the campaign would win international advertising awards.
But McElroy shouldn't be too quick to crack open a victory tub of Golden Gaytime.
Streets told Fairfax Media McElroy's Facebook page had nothing to do with the product's launch.
McElroy claims the idea for the social media campaign started at 4am "a few weeks ago" when he was talking to his girlfriend on Skype who asked him to deliver her some ice-cream.
"I realised they were really small and wanted more.
"It was an organic project, I've been a lifelong fan of the Gaytime," he said.
But Streets marketing director Anthony Toovey said countless Australians have had the same light-bulb moment since the product first launched in 1959.
"Honestly it's not a result of the page. It's a really happy coincidence," Mr Toovey said.
Streets had been working on launching the Gaytime tub for over a year, he said.
"For decades we've been asked by consumers to put Gaytime in a tub, It has been an Australian favourite and icon for many years," he said.
Toovey said he was "not too fussed" about McElroy claiming the credit for the launch.
The Facebook campaign corralled a huge audience for the new product after national news sites, including Fairfax Media, picked up the story on Monday morning.
"Even if it wasn't his idea, I think he definitely deserves a thank you ... we need to get a case of this product out to him asap," Mr Toovey said.
Mr Toovey confirmed there was no commercial arrangement with Streets and McElroy of Rabbit Content, though he didn't rule out giving the ad man a call to see what other ideas he might have.
Before copy-cat Facebook pages spring up claiming credit for other Gaytime products, Streets have also announced that they have released Golden Gaytime chocolate and mint 1.25L tubs.
