Alternative Dairy Company is ‘Today’s milk’ via Milk + Honey United

Sanitarium’s Alternative Dairy Company have launched an intergrated brand campaign across its oat, soy and almond alternative milk brands via Milk + Honey United.

The animated campaign positions the Alternative Dairy Company as the milk for baristas.

The 15-second spot shows a line-drawing style blue and white animation of a barista handing a customer a hot beverage using milk by the Alternative Dairy Company.

Sanitarium’s head of marketing Jessica Manihera said: “Over the last ten years the milk category has evolved, much like our tastes and food interests. People are looking for a variety of alternatives and asking for them too. At The Alternative Dairy Co. we’ve always done things a little differently – from the ingredients we use and our local manufacturing processes, to collaborating with expert baristas to perfect our product formulation. Our new campaign – Today’s Milk – is about celebrating the evolution of plant-based milk and encouraging Aussies to ask for The Alternative.”

One of the creative assets for the campaign to be used on digital and OOH

MiIk + Honey United founders Steve Jackson and Andy DiLallo commented: “Right from the beginning this partnership felt like it was meant to be, and not only because we have milk in our name. Like this progressive brand, we also both believe in doing things the alternative way. There’s nothing more invigorating than collaborating with another change agent and setting out together to prove what’s possible. The brand has a great purpose and ambition, and we look forward to helping the Alt Dairy team unlock its true potential.”

The campaign is running nationally, and is on online, out-of-home, social and digital.

One of the OOH creative assets

Milk + Honey United, which is not affiliated with Milk & Honey PR, was launched back in March of this year.

Jessica Manihera, Head of Marketing – Australia & New Zealand, Sanitarium
Marketing Manager, Beverages – Australia & New Zealand, Sanitarium
Helen Reiher, Advertising, Media & Sponsorship Manager – Australia, Sanitarium
Kirk Jones, Brand Manager, The Alternative Dairy Co.
Rachel Gadd, Assistant Brand Manager, The Alternative Dairy Co.

Agency: Milk + Honey United

Media: Slingshot

Production Company: Heckler
Sound: Heckler Sound
Composer: Johnny Green


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