The new campaign celebrates the evolution of plant-based milk.
Sanitarium has launched a new brand platform for The Alternative Dairy Company which provides customers with alternatives to dairy milk.
Created by the newly-launched Milk + Honey United, the campaign showcases The Alternative Dairy Company’s range of 100% plant-based milks.
The campaign is running nationally, launching with online video, OOH, and social and digital across the full product portfolio of soy, oat and almond milk variants.
“Over the last 10 years the milk category has evolved, much like our tastes and food interests,” says Sanitarium head of marketing Jessica Manihera.
“People are looking for a variety of alternatives and asking for them too. At The Alternative Dairy Co. we’ve always done things a little differently – from the ingredients we use and our local manufacturing processes, to collaborating with expert baristas to perfect our product formulation.
“Our new campaign – Today’s Milk – is about celebrating the evolution of plant-based milk and encouraging Aussies to ask for The Alternative.”
The campaign will see the creative executions rolled out across multiple channels, including in media, partnerships, digital and social, with Slingshot as the media partner.
“Right from the beginning this partnership felt like it was meant to be, and not only because we have milk in our name,” say MiIk + Honey United founders Steve Jackson and Andy DiLallo.
“Like this progressive brand, we also both believe in doing things the alternative way. There’s nothing more invigorating than collaborating with another change agent and setting out together to prove what’s possible.
“The brand has a great purpose and ambition, and we look forward to helping the Alt Dairy team unlock its true potential.”
- Jessica Manihera, Head of Marketing – Australia & New Zealand, Sanitarium
- Marketing Manager, Beverages – Australia & New Zealand, Sanitarium
- Helen Reiher, Advertising, Media & Sponsorship Manager – Australia, Sanitarium
- Kirk Jones, Brand Manager, The Alternative Dairy Co.
- Rachel Gadd, Assistant Brand Manager, The Alternative Dairy Co.
- Agency: Milk + Honey United
- Media: Slingshot
- Production Company: Heckler
- Sound: Heckler Sound
- Composer: Johnny Green