M I L K .G R O C E R C A M P A I G N .

T H E P R O B L E M

- Milk is suffering. Almonds and Soya are stealing its lattes, cereal has fallen down the breking order and armies of nutritional ‘experts’ have false but damning facts about milk’s nutritional values.

T H E I N S I G H T

- Two fold: - We all want to ‘optimise our self’: Eat well, perform better, be

the best we can be. We want to to look good and feel good.- We are pressured and stressed and scared. We long for simple

pleasures and values and just a bit more goodness in the world.

T H E TA S K F O R C O M M S

- Surprise the world with the news that Milk does good. For your growth, for your health, for British farming, for your local community, for your memory and for many other reasons you wouldn’t expect…

T H E P L AT F O R M I D E A

Straight from birth, we all appreciate the power of milk for good. The soul source of a baby’s nutrients, it is vital for life.As we grow, milk strengthens bones to protect us from our youthful exuberance. And as we mature, Milk in coffee, ice cream and chocolate keeps us sane. Without question, milk does good, and we haven’t even started to debate the important job it does to support British farming.

Why then, is milk struggling?Set aside supermarket price strategies for the moment, and quite simply, people are taking it for granted. They have forgotten the good milk does.

The Milk Does Good platform exists to remind and surprise the nation of all the good milk does. More than re-eduaction, this is a platform with a true social purpose that will disrupt in comms and resonate in culture, putting some much needed love back into the good stuff.

K E Y A R T

O U R C O M M S S T R AT E G Y

Disrupt, surprise and delight to stand out and embed in culture.

Behaviour-led. Supported by truths in comms - because actions speak louder than words alone.

Black and white honesty – never too earnest. We say it how it and what we believe without being worthy.

Cheeky innocence. Not entirely good but we always have good intentions.

C H A N N E L S T R AT E G Y & C A M PA I G N L AY D O W N

Launch Retail Action Social Content & Editorial

TrialBroadcast

Launch

White PaperJob to be done:Get the facts into the hands and minds of influential and informed consumers to add weight to our side of the debate and have the facts trickle down into mass-consumer conversation and editorial.

What is it?A white paper supplement called The White Paper (presented by the Grocer. Obviously). Inside will be the most definitive, transparent and honest presentation of the facts around milk in recent times.Rich with stats, facts, opinion and revelations. This should do everything it can to legally push EU legislation.

Broadcast

Lifestyle PrintJob to be done:Capture the attention and drive re-consideration with our key audiences via their passion points and media choices.

What is it?Disruptive, provocative and playful glossy print advertising that borrows from popular culture to get our facts across powerfully.

Vogue:Targeting the beauty and fashion community.

Broadcast

Glossy PrintMen’s Health Targeting the gym community.

Broadcast

Glossy PrintThrasher Magazine.Targeting the skate community.

Trial

Ambient SamplingJob to be done:Get people to try and reappraise the product by the benefit not the liquid by hijacking other shopping missions and consideration/browsing occasions.

What is it?Hijacking beauty area of department stores (Selfridges, for example) with our “original beauty serum” idea: a Cleopatra inspired skin milk bar.

Alternatives: Would do this for Gyms (Popeye vending machines) or skate (skate park refreshment stations with stickers and first aid –obviously),

Retail

Embedded GenerosityJob to be done:Give people another reason to buy milk and another reason for retailers to give it feature instore feature.

What is it?New format 250ml bottle with 10p with very bottle going towards a national ‘Milk Fund’. The fund is the used to invest in community projects from regeneration to education and grass roots sport.

Retail

CollaborationsJob to be done:Give people another reason to buy milk and another reason for retailers to give it feature in and around store.

What is it?Celebrity artists and influencers invited to customize the 250ml bottles to add standout, shopper value and create noise in culture.

Action

Community ActionJob to be done:Prove to the nation that Milk actually does good by investing in projects and initiatives that are close to home, really make a difference and strengthen the community.

What is it?Activation one:Escapes to the country via branded buses for inner-city school children to appreciate the importance of British farming and get closer to nature.

Action

Community ActionActivation two:Urban regeneration projects where we invite the community and artist to come and create beautiful green spaces for wellbeing and play.

Social

Making farmers famousJob to be done:Raise the profile, struggles and skills of British farmers in modern culture to bring them closer to, and more revered by, milk drinkers and the wider nation.

What is it?Lead by a reality content series (AFP) ‘Milking It’ in partnership with a leading media partner, influencer channel or publisher, where we follow the lives of farmers around the UK.

Hero and invest the real life characters in the series and create social fame for them through Instagram, snapchat and all relevant social and media channels.

Content & Editorial

Ambassador program Job to be done:Take the Milk Does Good into editorial and long form by supporting and celebrating influential do-gooders who can inspire the masses.

What is it?A line-up of alternative heroes to help bust commonly held myths about milk. Disruptive, a little bit subversive, turning commonly held notions of our product-truth pillars of strength, intellect and beauty upside down. We’d support these heroes to achieve something new and extraordinary in the name of milk, while leveraging/building their profiles in social and advertising comms, creating engaging content opportunities along the way.

Intellect – Let’s sponsor the UK Junior Memory Champion to take on the adults, the world even! (live, content, sharable)

Strength – “Are you stronger than a strongman?” Let’s see just how strong Lee Small, Britain’s strongest amputee man is, following him as he faces off in feats of strength against Brits all over the country. (live, content, sharable)

Physical beauty – Let’s facilitate the development and launch an all-natural, milk-based beauty product with mature fashion model Alex B as our spokesmodel. (product development, cross category, print media, content, sharable

T H A N K YO U.