a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
The a2 Milk Company has launched a new brand platform, “Only a2 Will Do,” celebrating how milk drinkers can thrive when drinking a2 Milk, which is naturally free from A1 protein.
Launching the first campaign within the framework of the innovative new brand platform, a2 Milk proudly introduces ‘Tough Tummies’. This integrated campaign celebrates a2 Milk’s natural absence of the A1 protein found in most conventional milk.
Created by BMF, the creative agency’s first work since winning the account, the campaign shows life through the everyday heroism of stomachs. Because however tough our tummies may seem, sometimes it is the sensitivity to a protein commonly found in milk, the A1 protein, that stops us from being able to enjoy the everyday goodness of dairy.
‘Tough Tummies’ will be rolled out across TV, OOH, social, and programmatic.
Edith Bailey, CMO, The a2 Milk Company, said: “Milk drinkers who have sensitive stomachs, may reduce or stop drinking milk altogether to free themselves of discomfort. But a2 Milk is real milk from carefully selected cows that naturally produce only the A2 protein and no A1. It is the A1 protein found in most milk today that may negatively impact digestive comfort for some people. We wanted to feature real tummies, ‘Tough Tummies’, to celebrate how we can thrive with a2 Milk.”
Harry Stanford, creative director, BMF Australia, said: “a2 Milk may be beneficial for some people who are sensitive to the A1 protein, so seeing the world from a tummy’s view was the perfect way to launch our new long idea. A whole range of authentic Aussie tummies living their best lives.
CREDITS
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: Harry Stanford & Adrian Ely & Josie Fox
Creatives: Angel McMullian and Erica Mallett
Head of Art & Design: Lincoln Grice
Designer: Samantha Jones
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
Group Account Director: Sophie Bogdan
Account Manager: Annabel Newman
Head of TV: Jenny Lee-Archer
Agency Producer: Emma Friend
Art Buyer: Basir Salleh
Integrated Producer: Simone Plaza
Finished Artist: Stacey Harrad Chantler
Creative Services Director: Clare Yardley
Production Company: Goodoil
Executive Producer: Sam Long
Director: Tom Campbell
Postproduction: ARC
Editor: Phoebe Taylor
Sound Production: Massive Music
Music: Massive Music
DOP: Tyson Perkins
Photographer: Ingvar Kenne
Client: a2 Milk
Managing Director ANZ & Strategy Eleanor Khor
Chief Marketing Officer Edith Bailey
Group Head of Brand Andy Disley
Head of Marketing ANZ Louise Tomkins
Senior Brand Manager Lizzie Manger
Assistant Brand Manager Grace Barnes
Assistant Brand Manager Eliza Day
Latest News
Fast 10: Mindshare Head Honcho Maria Grivas On Her “Resting Smiling Face”
With her second anniversary as Mindshare’s CEO just around the corner, B&T‘s Greg ‘Sparrow’ Graham caught up with Maria Grivas to learn why giving her staff an extra long weekend leads to better results for clients — as well as her enduringly upbeat demeanour. 1. Mindshare is having a banger of a year with some outstanding […]
Real Home Care Clients & Staff Star In New HammondCare Campaign
Real home care clients and the staff who care for them have starred in a new campaign for home care provider HammondCare, in an effort to show what quality care looks like. HammondCare at Home clients Olga Citroni, 81, of Cabramatta West, and Robyn Vickers, 74, of Hammondville, star in the video and digital campaign […]
Mutinex’s Henry Innis: “I’m Imperfect As A Leader”
Mutinex is one of the hottest startups in the marketing world at the moment with its GrowthOS and DataOS platforms offering brands, agencies and marketers a chance at true dollar-in, dollar-out marketing spend assessment. While its GrowthOS product has been around for a little while, its DataOS product is entirely new. Launched at the end […]
Slew Of Senior Hires At Sparro by Brainlabs & Jack Nimble
Independent digital marketing agency, Sparro by Brainlabs, and creative production agency, Jack Nimble, have announced four new senior hires across the agency group. The appointments follow several significant recent new business wins and product launches. Lead image: Kiki Jones, Morgen Mathews, Lauren Nixon-Smith, Michael Sparkes Kiki Jones joins Jack Nimble as group account director following […]
Initiative’s Fein, Geer, Colter To Depart For Accenture Song
It's great news for Accenture Song, very bad news for the Initiative company card with this triple leaving do.
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.
RyvalMedia Flies Off With RedBalloon Media Account
Got family or friends working at RyvalMedia? Say ta-tah to shit birthday presents as agency pricks RedBalloon's media.
“First We Get Plastered Then We Fill Your Holes” – Tradies Face Ad Standards Ire
As juvenile as this plasterer's tagline is, it does sound like the plot to most adult films.
ANZ, Lyre’s, Uber, Adam Ballesty & An Australian Of The Year – More Big Names Join Cannes in Cairns, Presented by Pinterest!
Judging by this cavalcade of A-listers set to star in Cairns, a selfie stick is now mandatory for all attendees.
Grab A Sneak Peek At Pinterest’s Special Guests This Cannes in Cairns!
It's another teaser to the awesome talent you can expect in Cairns. Oddly, no sign of the B&T staff barbershop quartet.
M&C Saatchi Sport & Entertainment’s Steve Martin & Jamie Wynne-Morgan Sign Off From Agency They Set Up
Will Steve and Jamie ape Maurice and Charles with their new agency name? Stay tuned to B&T to find out.
Netflix Has Google & Amazon In Crosshairs With Ad Server Launch
Is your dream weekend Uber Eats & a Netflix binge? More toilet breaks are on the way, as streamer amps up ad offerings.
Boom, Boom, Boom! Get Ready For the Boomtown Bus Whisking You To Cannes in Cairns, Presented By Pinterest In Style!
Worried your hibiscus print kaftan might overshadow things in Cairns? Fear not, as you can see this bus from space.
On The Menu Joins Forces With TBWA\Melbourne To Melt Freezer Shame
This campaign "fights misconceptions about frozen food". Ice-cream, pies, Sara Lee! What misconceptions, B&T asks?
IMAA Announces Digi-Byte Event Featuring Industry’s Top Talent Plus “Immersive” Gaming Competition
The indies fan group unveils plans for its newest event. Says anyone in a WPP running singlet will be refused entry.
Bowel Cancer Revealed As Australia’s Deadliest Creature In New Campaign, Via Ogilvy Health
Does your office have a secret & serial farter? Possibly lure them out with this important bowel cancer campaign.
Who’s In Charge? B&T Reveals The Best Of The Best Industry Association Chiefs!
B&T's acknowledging the 10 very best industry association bosses. Discover if your membership dues are worth it here.
TEDxSydney Splits Into Two; Check Its New Creative Program
TEDxSydney moves to Luna Park's Big Top in June. Get motivated & throw up on the Wild Mouse at the very same time.
TV Ratings 14/5/24: Punters More Interested In Farmer Wants A Wife Drama Than Jeremy Clarkson’s Agricultural Adventures
Think sheep husbandry programs are TV's missing link? You can't complain with Farmer Wants A Wife AND Clarkson's Farm.
Paper Moose and Innocean Australia launch Love Our Work Industry Charter
It's a top initiative fostering harmony in the creative space. Not to downplay the unbridled joy of destroying a rival.