Honest Milk

Client: Greenfields

Agencies: Mangham Gaxiola McGarryBowen
Creative Partner: Robert Gaxiola
Senior Copywriter: Geraldine Oh
Art Director: David Wong
Illustrator: Sok Kuan

When Greenfields approached us with a problem of being lost in the retail clutter of other milk brands, we knew we needed a fresh approach. One that was thought-provoking and honest.

“Honest Milk” felt right as a tagline and fit our client’s brand values of being transparent and ethical. So we created a campaign on the basis of educating the public about what really goes into their milk. And enlightening them about the untold journey from farm to supermarket.

Our integrated campaign not only stood out in its fresh approach to art direction but it brought an increase of more than 35% in volume share within six months after the launch of our ads in the supermarket, digital space and outdoors.

This campaign was a success because it not only sold more milk for our client, but it also changed one’s perceptions about fresh milk–for the better.