2020. A time when we couldn’t see each other or work together and brands had to find ways of remaining relevant to audiences who were confused and scared. Milk was a product that on the one hand was suffering because of the collapse of the hospitality industry, but on the other hand had more uptake at home as people were stuck in trying to stay connected whilst cooking and drinking tea.
It was time for a 'home made' campaign. According to Kantar, the ‘Milk Your Moments’ campaign, which ran for 12 weeks from mid-May, resulted in an extra 212,000 consumers buying milk who would not otherwise have purchased it. This was against a challenging background of milk already being bought by 98% of UK households prior to the lockdown.
Using footage from The Milk Marketing Board’s archives, sourced social media footage and filmed some ourselves at home on mobile phones like everyone else was doing at the time to create Weber Shandwick’s first TVC.
We also created social content and a mobile web page that generated ‘moments’ and encouraged people to connect over dairy. For every #MilkYouMoment connection shared, we donated £1 to Mind to help keep the country connected, raising over £100,000.
Art Director: Tim Palmer
Copy Writer: Tim Palmer
Creative Director: Tim Palmer
TV Producer: Liam Simpson
Digital Producer: Flipside