After an international pitch-fest, Blue Diamond Growers awarded us the project to launch a new ‘almond milk’ here in Australia. At the time, nobody had heard of almond milk. How do you milk an almond?
Intrigued, we instigated research and developed several interesting ideas to go to market, most of which, we felt wouldn’t achieve the impact they needed for the limited budget we were given.
Now, here’s a secret - we love cows. They look so cool and content. Maybe too content. We decided to challenge milk credentials.
Our ‘Is it better than milk? campaign cut through quickly and memorably, now the cows are paranoid.