MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney.

This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot or cold.

This year, Ogilvy Sydney, Red Havas and UM are working with MILO to stir up the nation and delve deeper into the way Aussies have theirs, aiming to crown Australia’s best-made MILO.

The campaign, which features across TV and social media, was launched by Red Havas with MILO aficionado and Australian Comedian, Dave ‘Hughesy’ Hughes sharing his unique MILO creation (Plant Based MILO mixed with Soy milk and finished with a pinch of salt) and calling on Aussies to share how they MILO by tagging #TheMILOCup.

Whether it’s adding a few ice cubes, warm and frothy, milk first, MILO first, with herbs and spices, or even with a sprinkle of chilli flakes (Don’t knock it till’ you try it!).

The MILO making ritual is different for everyone, often passed down through generations, and #TheMILOCup looks to celebrate all the different ways to MILO. On the 15th July, Hughesy will announce the competition finalists and, on the 20th July, #TheMILOCup winner will be officially crowned. The winner will receive #TheMILOCup trophy, a year’s supply of MILO, and their winning recipe printed on a limited run of the iconic tin.

Commenting on the campaign launch, Nestlé Dairy business manager, Anna Stewart, said: “MILO fans are incredibly passionate about how they enjoy their MILO and last year we learnt Aussies most enjoyed theirs cold, thanks to a nationwide poll.

“This year, we’ve teamed up again with our agency partners Ogilvy Sydney, Red Havas and UM to build on last year’s campaign and dig deeper to uncover how MILO-lovers enjoy their daily scoops. We know it’s very personal and subjective to individual tastebuds, so we’re calling on fans to share unique and creative ways they make it. We can then celebrate Australia’s best made MILO and crown the winner of #TheMILOCup.”

Ogilvy creative director, Andrew Hankin, added: “People are fiercely passionate about their MILO, so giving them a platform to share the smart, interesting and downright bizarre MILO hacks and creations feels like a great way to celebrate a much-loved Aussie icon.”

To enter go to https://www.nestlepromotions.com.au/milo-cup, the MILO Facebook page at @miloausnz, or MILO Instagram page at @miloanz to find out more.

Entries close on Tuesday 6th July.

Credits:

Client: NESTLE – MILO

Business Manager: Anna Stewart

Marketing Manager: Kristie Cull

Brand Content Manager: Charleen Hughes

Brand PR Manager: Lauren Lecordier

Media: UM

Group Director: Angela Swayne

Senior Client Director: Alice Duong

Planning manager: Blake Solomonson

PR: Red Havas

Practice head: Rema Babakhan

Senior Account Director: Ourhai Turkhan

Senior Account Manager: Andrea Philipps

Creative: Ogilvy Sydney

Creative Director: Andrew Hankin

Copywriter: Jake Ausburn

Art Director: Tom MacPhail

Strategy Director: Rachel Pool

Group Account Director: Damien Pashby

Senior Account Director: Matt Richards

Account Manager: Natalia Fallas

Executive Producer: Rob Spencer

Agency Producer: Tom Scarcella

Production: Ogilvy

Sound: Song Zu