Nestle launch #TheMILOCup campaign to find the best Milo recipe

Milo is on the search for Australia’s best made Milo, calling on Milo drinkers to share their creations for the chance to win #TheMILOCup.

Ogilvy Sydney, Red Havas and UM are working with Milo to stir up the nation and delve deeper into the way Aussies have Milo, with the aim of crowning ‘Australia’s best-made Milo’ via a social media hashtag  #TheMILOCup.

The integrated campaign follows on from last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether Milo is best enjoyed hot or cold.

Nestlé Dairy business manager, Anna Stewart, said: “Milo fans are incredibly passionate about how they enjoy their MILO and last year we learnt Aussies most enjoyed theirs cold, thanks to a nationwide poll.

“This year, we’ve teamed up again with our agency partners Ogilvy Sydney, Red Havas and UM to build on last year’s campaign and dig deeper to uncover how Milo-lovers enjoy their daily scoops. We know it’s very personal and subjective to individual tastebuds, so we’re calling on fans to share unique and creative ways they make it.We can then celebrate Australia’s best made Milo and crown the winner of #TheMILOCup.”

Ogilvy creative director, Andrew Hankin, added: “People are fiercely passionate about their Milo, so giving them a platform to share the smart, interesting and downright bizarre Milo hacks and creations feels like a great way to celebrate a much-loved Aussie icon.”

Ogilvy Sydney and Nestle launch #TheMILOCup campaign with Dave Hughes as ambassador

The campaign, which features across TV and social media, was launched by Red Havas with Milo aficionado and Australian comedian and media personality, Dave ‘Hughesy’ Hughes, sharing his unique Milo creation (Plant Based Milo mixed with Soy milk and finished with a pinch of salt).

On the 15 July, Hughesy will announce the competition finalists and, on the 20 July, #TheMILOCup winner will be officially crowned.

The winner will receive #TheMILOCup trophy, a year’s supply of Milo, and their winning recipe printed on a limited run of Milo packaging.


Client: Nestle – Milo

Business Manager: Anna Stewart
Marketing Manager: Kristie Cull
Brand Content Manager: Charleen Hughes
Brand PR Manager: Lauren Lecordier
Senior Account Manager: Andrea Philipps

Creative: Ogilvy Sydney

Creative Director: Andrew Hankin
Copywriter: Jake Ausburn
Art Director: Tom MacPhail
Strategy Director: Rachel Pool
Group Account Director: Damien Pashby Senior Account Director: Matt Richards Account Manager: Natalia Fallas Executive Producer: Rob Spencer Agency Producer: Tom Scarcella Production: Ogilvy

Sound: Song Zu

Media: UM

Group Director: Angela Swayne
Senior Client Director: Alice Duong
Planning manager: Blake Solomonson

PR: Red Havas

Practice head: Rema Babakhan
Senior Account Director: Ourhai Turkhan


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