MILKRUN has unveiled a fresh new brand campaign film featuring member of The Wiggles John Pearce to promote its new platform ‘Can’t Leave? MILKRUN It’.
MILKRUN, which delivers over 20,000 products in 35-ish minutes, launched the first hero commercial last night in primetime, debuting the 30-second film featuring Pearce in the playful new campaign.
The scene opens with the singing, dancing star at home enjoying a break from his tour commitments when abruptly the zen of the good life is interrupted.
Adoring superfan mums – and even fan dads – are swept up in John Pearce mania. In scenes more reminiscent of the rock and roll heyday, the fan fervor overcomes the muscled performer who is forced to duck a flurry of funny, unexpected gifts and gestures of adoration.
The fan-appointed heartthrob discovers adoring supporters at his front door and stumbles on another batch at the window. They hoist signs professing their appreciation for the strongman. It all becomes too much for Pearce who realises he can’t leave, he must MILKRUN it.
“My wife and I use the MILKRUN app all the time at home, so as a parent, I know firsthand how handy it is for busy adults and families. I loved being part of this campaign and the fun, creative approach to bringing the idea to life. It was a great experience, and I’m excited for everyone to see it and hopefully enjoy the tongue in cheek nature of it,” said Pearce.
The spots land alongside MILKRUN’s timely broadcast integration during the ultimate ‘can’t leave’ moment in 10’s Big Brother, where MILKRUN serves as the official grocery delivery platform. The partnership will activate across multiple touchpoints including in program, throughout the broadcast and on the MILKRUN App.
“MILKRUN has always channeled wit and humour, but ‘Can’t Leave? MILKRUN It’ elevates that into a scalable, culturally resonant platform,” said general manager, commercial, marketing and partnerships, MILKRUN Karen Hurwitz.
“In a commoditised category, we’re cutting through with comical moments of predicament with high-profile Australians like John Pearce. This campaign shines a light on our core promise of delivering thousands of grocery items right to your door in 35-ish minutes. It’s about celebrating ultimate convenience for those moments when leaving the house just isn’t on the cards.”
The campaign marks the first time MILKRUN has joined forces with fame agency Double Woo.
“Slapping a celebrity in a TVC isn’t a shortcut to fame; the magic is in the cultural context of the casting. We leaned into John’s instantly recognisable charm and much-loved public persona, adding a playful twist and a healthy dose of humour to the story,” said Double Woo co-chief woo officer, Channa Goonasekara.
Credits:
MILKRUN
General Manager, Commercial, Marketing and Partnerships: Karen Hurwitz
Head of Marketing and Growth: Sandy Mangion
Marketing Manager: Sophie Ly
Content Manager: Julia Bosevski
Brand and Design Manager: Leonardo Miranda Lobos
Double Woo
Co-Chief Woo Officer: Channa Goonasekara
Co-Chief Woo Officer: Nick Vindin
Chee Productions
Director/DOP: Charlie Grant
Photography: Dean Podmore
Executive Producer: Tamiko Wafer
Producer: Ness Levis
Production Manager: Lucy Banfield
1ST AC: James Campbell
2ND AC: Harrison Joyce
Gaffer: Mirco Guidon
Best Boy: Joey Chebatte
Grip: Jonathan Scott
Sound: Marty Cox
Digital Operations: David Deas
Wardrobe and Propst Stylist: Lydia-Jane Saunders
Wardrobe and Propst Stylist Assistant: May Kiyama
Props Assistant: Patrick Short
Grooming: Michelle Cox
Edit: Carve and Stitch
Grade: Marcus Friedlander
Sound Design: Rumble
