Our largest creative PR op to date published in one of our key target publications today. As part of The Grocer's largest annual supplement ’The Dairymen’ looking at challenges facing the industry we were tasked with creating a generic 21st century milk marketing campaign that addressed the under indexing and declining sales of milk especially amongst millennials.

1. MI LK .
G R O C E R C A M P A I G N .

2. T H E P R O B LEM
- Milk is suffering. Almonds and Soya are stealing its lattes, cereal has
fallen down the breking order and armies of nutritional ‘experts’
have false but damning facts about milk’s nutritional values.

3. T H E I N S I G H T
- Two fold:
- We all want to ‘optimise our self’: Eat well, perform better, be
the best we can be. We want to to look good and feel good.
- We are pressured and stressed and scared. We long for simple
pleasures and values and just a bit more goodness in the world.

4. T H E TA S K F O R C O MMS
- Surprise the world with the news that Milk does good.
For your growth, for your health, for British farming, for your
local community, for your memory and for many other reasons
you wouldn’t expect…

5. T H E P LAT F O R M I D EA
Straight from birth, we all appreciate the power of milk for good.
The soul source of a baby’s nutrients, it is vital for life.
As we grow, milk strengthens bones to protect us from our youthful
exuberance. And as we mature, Milk in coffee, ice cream and
chocolate keeps us sane. Without question, milk does good, and we
haven’t even started to debate the important job it does to support
British farming.
Why then, is milk struggling?
Set aside supermarket price strategies for the moment, and quite
simply, people are taking it for granted. They have forgotten the good
milk does.
The Milk Does Good platform exists to remind and surprise the nation
of all the good milk does. More than re-eduaction, this is a platform
with a true social purpose that will disrupt in comms and resonate in
culture, putting some much needed love back into the good stuff.

6. K E Y A RT

7. O U R C O MMS S T R AT E G Y
Disrupt, surprise and delight to stand out and embed in culture.
Behaviour-led. Supported by truths in comms - because actions
speak louder than words alone.
Black and white honesty – never too earnest. We say it how it and
what we believe without being worthy.
Cheeky innocence. Not entirely good but we always have good
intentions.

8. C H A N N EL S T R AT EG Y & C A MPA I G N LAYD O WN
Launch Retail Action Social
Content &
Editorial
TrialBroadcast

9. Launch
White Paper
Job to be done:
Get the facts into the hands and
minds of influential and
informed consumers to add
weight to our side of the debate
and have the facts trickle down
into mass-consumer
conversation and editorial.
What is it?
A white paper supplement
called The White Paper
(presented by the Grocer.
Obviously). Inside will be the
most definitive, transparent and
honest presentation of the facts
around milk in recent times.
Rich with stats, facts, opinion
and revelations. This should do
everything it can to legally push
EU legislation.

10. Broadcast
Lifestyle Print
Job to be done:
Capture the attention and drive
re-consideration with our key
audiences via their passion
points and media choices.
What is it?
Disruptive, provocative and
playful glossy print advertising
that borrows from popular
culture to get our facts across
powerfully.
Vogue:
Targeting the beauty and
fashion community.

11. Broadcast
Glossy Print
Men’s Health
Targeting the gym community.

12. Broadcast
Glossy Print
Thrasher Magazine.
Targeting the skate community.

13. Trial
Ambient Sampling
Job to be done:
Get people to try and reappraise
the product by the benefit not
the liquid by hijacking other
shopping missions and
consideration/browsing
occasions.
What is it?
Hijacking beauty area of
department stores (Selfridges,
for example) with our “original
beauty serum” idea: a Cleopatra
inspired skin milk bar.
Alternatives: Would do this for
Gyms (Popeye vending
machines) or skate (skate park
refreshment stations with
stickers and first aid –
obviously),

14. Retail
Embedded Generosity
Job to be done:
Give people another reason to
buy milk and another reason for
retailers to give it feature
instore feature.
What is it?
New format 250ml bottle with
10p with very bottle going
towards a national ‘Milk Fund’.
The fund is the used to invest in
community projects from
regeneration to education and
grass roots sport.

15. Retail
Collaborations
Job to be done:
Give people another reason to
buy milk and another reason for
retailers to give it feature in and
around store.
What is it?
Celebrity artists and influencers
invited to customize the 250ml
bottles to add standout,
shopper value and create noise
in culture.

16. Action
Community Action
Job to be done:
Prove to the nation that Milk
actually does good by investing
in projects and initiatives that
are close to home, really make a
difference and strengthen the
community.
What is it?
Activation one:
Escapes to the country via
branded buses for inner-city
school children to appreciate
the importance of British
farming and get closer to
nature.

17. Action
Community Action
Activation two:
Urban regeneration projects
where we invite the community
and artist to come and create
beautiful green spaces for
wellbeing and play.

18. Social
Making farmers famous
Job to be done:
Raise the profile, struggles and
skills of British farmers in
modern culture to bring them
closer to, and more revered by,
milk drinkers and the wider
nation.
What is it?
Lead by a reality content series
(AFP) ‘Milking It’ in partnership
with a leading media partner,
influencer channel or publisher,
where we follow the lives of
farmers around the UK.
Hero and invest the real life
characters in the series and
create social fame for them
through Instagram, snapchat
and all relevant social and
media channels.

19. Content &
Editorial
Ambassador program
Job to be done:
Take the Milk Does Good into
editorial and long form by
supporting and celebrating
influential do-gooders who can
inspire the masses.
What is it?
A line-up of alternative heroes to
help bust commonly held myths
about milk. Disruptive, a little bit
subversive, turning commonly
held notions of our product-truth
pillars of strength, intellect and
beauty upside down. We’d
support these heroes to achieve
something new and
extraordinary in the name of
milk, while leveraging/building
their profiles in social and
advertising comms, creating
engaging content opportunities
along the way.
Intellect – Let’s sponsor the UK
Junior Memory Champion to take
on the adults, the world even! (live,
content, sharable)
Strength – “Are you stronger than a
strongman?” Let’s see just how strong
Lee Small, Britain’s strongest amputee
man is, following him as he faces off in
feats of strength against Brits all over
the country. (live, content, sharable)
Physical beauty – Let’s facilitate the
development and launch an all-natural,
milk-based beauty product with mature
fashion model Alex B as our spokesmodel.
(product development, cross category,
print media, content, sharable

20. T H A N K YO U.