MILKRUN launches first work since Woolworths acquisition, engages Paper Moose to produce
Indie creative agency Paper Moose has produced a new campaign for MILKRUN, breaking the fourth-wall to champion the grocery delivery service’s simplicity, ease-of-use and speedy delivery time, Mumbrella can reveal.
While the brand’s in-house agency created the campaign, Paper Moose was engaged for production, helping the team shape the creative and execute the work.
It marks the brand’s first major campaign since its entire brand, creative and marketing teams were laid off in early 2023 as the start-up was collapsing, before it was bought by Woolworths’s Metro60 a few months later.
Woolworths rebranded Metro60, using the MILKRUN name to create MILKRUN: Powered by Metro. The rebrand was launched with a creative campaign, which the brand’s former head of creative Matt Knapp was brought in to conceptualise and produce in just six days.
While MILKRUN’s in-house creative team has produced the majority of its campaigns in the past, Paper Moose has historically worked with Metro60, so this is their first time engaging with the rebranded business.
Nick Hunter, the agency’s founder and CEO, described the work as a “different model” to Paper Moose’s normal fare, however, as the creative agency originated in production, it was nice to go back to its roots.
“Their team internally wrote the scripts, we punched them up a bit and then produced them,” he told Mumbrella.
“So it’s a bit unusual for us, but I think this can work really well because, being a creative agency ourselves, it means that we can really help shape the idea into something that’s going to work for their budget.”
MILKRUN’s head of marketing, growth and NZ, Jamie Gagliardi, told Mumbrella: “We’re excited to bring to life the MILKRUN brand by partnering with Paper Moose.
“The creative perfectly captures the humour that is core to the brand, whilst communicating the clear proof points of convenience and ease to both new and existing markets across Australia and New Zealand.”
Hunter explained that the MILKRUN team is in the early stages of navigating how the brand is going to expand in Australia and New Zealand as it starts rolling out nationwide across both countries under new ownership. Prior to the Woolworths acquisition, the grocery delivery service was only available in Sydney and Melbourne.
“They wanted to do a little test campaign, so this was the first foray for us, and hopefully we’ll see it turn into an ongoing collaboration,” he told Mumbrella.
“It’s an interesting relationship you don’t see often – an agency helping augment internal creative teams with a broader production output, and helping them shepherd ideas into reality, we had done previous work together so it was an easy fit. It was also fun to dust off my directing hat again.”
Credits:
Director: Nick Hunter
Producer: Jon Buchan
Production coordinator: Olivia Jeavons
DOP: Dimitri Zaunders
Production designer: Annaliese Shaw
Editor: Oliver Trauth-Goik
Sound mix: Caleb Jacobs
Colourist: Justin Tran
HMU: Amanda Rieck
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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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Campaign
Jamie Gagliardi
Matt Knapp
Milkrun
Milkrun: Powered by Metro
Nick Hunter
Paper Moose
“Their team internally wrote the scripts, we punched them up a bit and then produced them,” you can tell
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I don’t understand why Milkrun posters are all around my local Woolies.
Why not just kill the brand and subsume the business?
The good are only ever going to come from Woolies.
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Wow. That campaign is going to really shift and impact uptake of this ‘service’. They really knocked it out of the park. Not. That ad with Aussie accents will also work beautifully in NZ too. Not.
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