Former Milkrun staff behind fresh creative for the brand after Woolworths acquisition
Woolworths’ Metro60 delivery service has rebranded as Milkrun: Powered by Metro after the grocery delivery app was acquired by the supermarket. It followed staff redundancies and the brand collapse earlier this year.
Included in the redundancies was the brand’s head of creative, Matt Knapp, who was brought back as a consultant to work on the rebrand campaign and shared Milkrun’s relaunch creative via a LinkedIn post on Thursday.
In the post, Knapp said: “Filing this under ‘A Bizarre Sequence of Career Events’.
“1. Get made redundant from fledgling grocery delivery startup, MILKRUN. 2. Decide to seize the moment and travel the world with my wife. 3. Find out MILKRUN has closed its doors. 4. Get hit up by MILKRUN’S main supermarket behemoth competitor to do some contracting work. Intrigued, I take the call. 5. Discover Woolies have bought the MILKRUN brand and will be using it to rebrand Metro60.”
Knapp said the creative was conceptualised and produced in six days.
According to the brand’s website, little will change to Metro60, other than the branding. While Milkrun only delivered to Sydney CBD and Melbourne, Milkrun: Powered by Metro is now available in over 500 suburbs across Sydney, Melbourne, Brisbane, Gold Coast, Canberra and Newcastle, with plans to expand further.
A Milkrun Instagram post also confirmed the relaunch, which said: “The cat is well and truly out of the bag. Milkrun is back in the game, now powered by Woolworths Metro.”
The Australian Financial Review reports the deal was worth “about $10 million”.
Credits:
Creative: Simon Friedlander and Matt Knapp
Director/DOP/Editor: Nik Kacevski
Art Department: Natalie Verriest
First AC: Rudi Towiro
Gaffer: Alan Fraser
VFX Artist: Evan Whiteside
Animation: Peter Quinn
Sound Design: Adam Moses
Colourist: Wassim Bazzi
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Love the relaunch – what a great way to communicate a change.
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