Welcome Back to Milk - a2 Milk

Who? Australian challenger cows’ milk brand, a2 Milk, aimed to reinvigorate the dairy market, migrating people back from the less healthy but trendier, plant and nut based alternatives The brief? To  educate people on the differences in milk proteins and dispel misconceptions about lactose intolerance, thus bringing millions of dairy intolerant people back to enjoying the many benefits of dairy What? Launched the ‘Welcome Back to Milk’ campaign to challenge common milk misconceptions and re-educate consumers on dairy digestion. Complex messages were brought to life through engaging content and influencer marketing. Secured collaboration with dairy-sensitive rugby star, Danny Cipriani, for whom I produced a series of creative brand assets – photoshoot, film, pop up café, interviews, etc Results Secured an exclusive feature in the Mail Online, followed by widespread national and international coverage. Campaign was featured in hundreds of consumer and trade media outlets, and was the tipping point for Channel 4’s Food Unwrapped to film an episode on a2 Milk