Burnaby, BC – June 2, 2022 – a2 Milk™, a licensed brand under Burnaby, BC-based Agrifoods Cooperative, introduces a first of its kind milk campaign to show Canadians that not all milks are equal.
The objective is to disrupt purchasing habits and get people to consider a new brand of milk that helps them feel amazing. Created by agency partner Zulu Alpha Kilo, the star of the digital-first campaign is a dishonest catfish who contrasts the easier to digest benefit of a2 Milk against a humourous, relatable life moment that is anything but digestible.
In one video we see a first date set in a coffee shop. The woman is on her phone looking at a dating app comparing her date, the catfish, to his fake dating profile. She realizes that she’s been ‘catfished’, pours some a2 Milk into her coffee and takes a sip to feel better, proving that a2 Milk is easier to digest than being catfished, by a real catfish. The new campaign is rolling out this week across social media platforms, digital video and display.
“This campaign was developed to be distinctive and disruptive in the dairy category,” says Danielle Pearson, President of Agrifoods Nutrition Division. “We have a unique product that is proven to be gut-friendly and we wanted to demonstrate that in a memorable way to Canadian consumers.”
Rounding out the campaign are contextual, high impact digital ads that focus on educating Canadian consumers on the advantages of milk that comes from cows that naturally only produce the A2 protein.
“For us it was about stopping power and being able to get people to think about milk in a different way,” says Brian Murray, Executive Creative Director at Zulu Alpha Kilo. “We purposely avoided any dairy tropes and took an unconventional path that highlights the attributes of a2 Milk in a way that will resonate. We’re excited to see it launch!”