Made By Cow campaign suggests new product is ‘milk at its most natural’

Raw milk brand Made by Cow is marketing its Cold Press Raw Milk in a new campaign as “milk at its most natural”.

The campaign, created by Poem Group, spruiks the benefits of raw milk after the brand obtained approval of the NSW Food Authority to use cold pressure as an alternative to conventional heat pasteurisation and sell “cold-pressed raw milk” earlier this week.

_AAA3331Made By Cow founder Saxon Joye said: “Other than our dairy farmers, our grandparents were probably the last people to taste milk the way it’s supposed to be, without heat pasteurisation, homogenisation and all the other processes that go into making standardised milk.”

PR agency Poem developed the publicity launch strategy, social strategy and social content while creative agency Special Group was responsible for the brand creation, including strategy, research, naming, identify and packaging.

Poem co-founder Rob Lowe said: “Working with a start-up that’s naturally innovative and disrupting the market has been a real privilege.

“The publicity and social results so far have been exceptional. I doubt there’ll be many people that haven’t heard about Made by Cow by the end of the week.”

Pim Van Nunen, creative partner at Special Group, said: “With so many milks on the market claiming new innovations in goodness and health benefits we needed to stand out for being as different as the product is.

“This is like tasting true milk for the first time and so it shouldn’t look or feel like any other milk on the shelf.”


  • Brand strategy and design agency: Special Group
  • PR publicity and social: Poem
  • Video production: The Explainers

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