Milk+Honey United launches new masterbrand campaign for Sanitarium’s So Good
Sanitarium has launched a new masterbrand campaign for its plant-based milk brand, So Good, via indie creative shop Milk+Honey United.
Showcasing the many different uses for the plant-based product range, the new work uses the rhetorical expression ‘How Good?’, answering it with ‘So Good’.
The campaign features a 30 second film produced by Manuka Studio with food cinematographer and director Susan Stitt, with the spot capturing the joy of experimenting with new pairings.
The integrated masterbrand campaign features So Good’s full range of Oat, Almond, Soy, and Barista milks and will run across TV, online video, social and outdoor in both Australia and New Zealand
Sanitarium’s advertising media and sponsorship manager, Helen Reiher said: “So Good pioneered the plant-based milk category in the 1980s and in recent years there’s been an explosion of new players arriving on the scene. This new creative allows us to maintain relevance and offer inspiration whilst in doing so, demonstrate why So Good is the market leader for the category. Milk+Honey found an idea that was a perfect fit for So Good and we are very proud of the end result.”
Milk+Honey co-founder, Andy Di Lallo, said: “The chance to refresh an iconic brand isn’t something that comes along often. We were thrilled with the opportunity but more importantly the outcome.”
Milk+Honey co-founder, Steve Jackson, added: “Our objective with this campaign was to cement So Good’s position as the great tasting and versatile milk brand that Aussies and Kiwis see it as; whether it’s almond milk in your smoothie or Oat milk in your pasta, So Good is always the answer.”
Managing director, Hazelle Klønhammer, said: “We’re really enjoying our partnership with Sanitarium as they truly understand the power of sticky ideas, and it doesn’t get any stickier than permanently attaching your brand to such a popular phrase.”
Credits
Client: Sanitarium
Jessica Manihera
Sharon Green
Helen Reiher
Ashleigh Conroy
Anna Antunovich
Agency: Milk+Honey United
Production: Manuka Studio
Director: Susan Stitt
Post Production: Manuka Studio
Sound: Squeak E Clean Studios
Media Agency: Slingshot
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