a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF

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.


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

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