BMF launches first campaign with a2 Milk Company

The a2 Milk Company has launched a new brand platform in what is its first campaign with BMF.

The creative agency’s first work since winning the account centres around a2 Milk’s ‘Only a2 Will Do’ platform through the ‘Tough Tummies’ campaign, which “celebrates a2 Milk’s natural absence of the A1 protein found in most conventional milk”.

“Milk drinkers who have sensitive stomachs, may reduce or stop drinking milk altogether to free themselves of discomfort. But a2 Milk is real milk from carefully selected cows that naturally produce only the A2 protein and no A1,” The a2 Milk Company CMO, Edith Bailey, said.

“It is the A1 protein found in most milk today that may negatively impact digestive comfort for some people. We wanted to feature real tummies, ‘Tough Tummies’, to celebrate how we can thrive with a2 Milk.”

Harry Stanford, creative director, BMF Australia, added: “a2 Milk may be beneficial for some people who are sensitive to the A1 protein, so seeing the world from a tummy’s view was the perfect way to launch our new long idea.

“A whole range of authentic Aussie tummies living their best lives.”

‘Tough Tummies’ will be rolled out across TV, OOH, social, and programmatic.


Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: Harry Stanford & Adrian Ely & Josie Fox
Creatives: Angel McMullian and Erica Mallett
Head of Art & Design: Lincoln Grice
Designer: Samantha Jones
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
Group Account Director: Sophie Bogdan
Account Manager: Annabel Newman
Head of TV: Jenny Lee-Archer
Agency Producer: Emma Friend
Art Buyer: Basir Salleh
Integrated Producer: Simone Plaza
Finished Artist: Stacey Harrad Chantler
Creative Services Director: Clare Yardley

Production Company: Goodoil
Executive Producer: Sam Long
Director: Tom Campbell

Postproduction: ARC
Editor: Phoebe Taylor
Sound Production: Massive Music
Music: Massive Music
DOP: Tyson Perkins
Photographer: Ingvar Kenne

Client: a2 Milk
Managing Director ANZ & Strategy Eleanor Khor
Chief Marketing Officer Edith Bailey
Group Head of Brand Andy Disley
Head of Marketing ANZ Louise Tomkins
Senior Brand Manager Lizzie Manger
Assistant Brand Manager Grace Barnes
Assistant Brand Manager Eliza Day


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