Freedom Foods Group and 72andSunny Sydney have launched the first consumer-facing campaign to promote MILKLAB, one of Australia’s favourite barista milk ranges.
In keeping with the collaborative spirit of the brand, the campaign was created with Australian artists to bring to life the characteristics of the different plant based and dairy milks, which were developed specifically for coffee.
The campaign launches a new brand strategy under the platform: ‘The Milk You Choose Matters’.
It marks the first work from the new MILKLAB partnership between Freedom Foods Group and 72andSunny.
The campaign will run across outdoor, social media, and street murals with local artists in Melbourne, Sydney and Brisbane, as well as a collaboration with sustainable coffee cup brand Frank Green.
The campaign, created from a global perspective, will also roll out across South East Asia and China, fuelling MILKLAB’s global expansion.
“There’s nothing worse than getting an average milk with your coffee order,” Freedom Foods Group general manager of marketing Serge Costi said.
“In this campaign with 72andSunny we highlight that the milk you choose really does matter, and we’re urging coffee-lovers here and abroad to make the choice a good one and ask for MILKLAB.”
72andSunny Sydney head of product Luke Martin added: “As a coffee snob, I know that the milk you choose matters.
“And the fact that MILKLAB is designed for coffee, there is no better brand to bring awareness to this truth.
“Collaborating with the crew at Freedoms Foods and the amazing artists that brought the campaign to life was super fun.
“I look forward to seeing it out in the world and here’s hoping that every Aussie from now on, enjoys great coffee with milk that was designed for it.”
Credits for the campaign are as follows:
Client: Freedom Foods Group
Creative agency: 72andSunny Sydney
Media agency: UM
