"The 'MILK IT' platform gives permission to our audience to take full advantage of everything MILKRUN offers."
MILKRUN wants to lessen the hesitancy around convenience delivery with its ‘Milk It’ campaign by ABEL.
The appointment of ABEL comes off the back of the delivery service announcing the integration of Jimmy Brings, adding alcohol to the thousands of products already available within the MILKRUN catalogue.
MILKRUN head of marketing Jamie Gagliardi said that The ABEL team quickly understood their business and sense of humour.
“They unlocked a distinctive space for our brand to play both strategically and creatively, making them the obvious choice,” Gagliardi said.
“From pitch to production, it’s been such an easy process and I’m excited to share our new creative with the world.”
The campaign uses a magic cow as a metaphor for the fast, easy and convenient service MILKRUN provides.
ABEL creative partner Phillip Robbie-Porter said that there’s a hesitancy in the delivery and convenience category stemming from the misconception it can be lazy or indulgent.
“The MILK IT platform gives permission to our audience to take full advantage of everything MILKRUN offers, delivered with a memorable metaphor,” Robbie-Porter said.
“It offers the brand a great creative runway for more communications to come.”
Credits:
MilkRun Nathan Besser Co-CEO of MILKRUN
David Berger Co-CEO of MILKRUN
Jamie Gagliardi - Head of Marketing, Growth & New Zealand
Sandy Mangion - Senior Marketing Manager
Leonardo Miranda Lobos - Brand and Design Manager
Julia Tanevski - Content and Copywriting Specialist
Melissa Mahavongtrakul, Marketing Campaign Manager
ABEL
Nicole Jauncey, Creative, Co-Founder
Simon Fowler, Creative, Co-Founder
Phillip Robbie, Creative Partner
Rachael Fraser, Strategy Partner
Jennifer Fowler, Project Director
Renata Barbosa, Senior Producer
Production
Production Company, Rabbit
Director, Aimée-Lee Xu Hsien
Producer, Katrina Maw
Executive Producers, Alex Hay & Lucas Jenner
DOP, Alex Serafini Post Production, The Editors
Editor, Grace O’Connell
Sound Design and Music Composition, Rumble
Casting, McGregor Casting
