Australia – The a2 Milk Company has partnered with integrated creative marketing agency BMF to launch its newest brand platform, ‘Only a2 Will Do’, celebrating a2 Milk, which is naturally free from A1 protein.
As part of this innovative brand platform, a2 Milk and BMF have released an integrated campaign titled ‘Tough Tummies’ that highlights the natural absence of A1 protein in a2 Milk.
The campaign, BMF’s first work since winning the account, highlights the everyday heroism of stomachs, showcasing how even though our digestive systems may appear resilient, they can be sensitive to the A1 protein commonly found in milk. This sensitivity can prevent us from fully savouring the everyday benefits of dairy products.
‘Tough Tummies’ will be rolled out across TV, OOH, social, and programmatic.
Edith Bailey, CMO at The a2 Milk Company, said, “Milk drinkers who have sensitive stomachs may reduce or stop drinking milk altogether to free themselves of discomfort. But a2 Milk is real milk from carefully selected cows that naturally produce only the A2 protein and no A1. It is the A1 protein found in most milk today that may negatively impact digestive comfort for some people. We wanted to feature real tummies, ‘Tough Tummies’, to celebrate how we can thrive with a2 Milk.”
Speaking on the campaign, Harry Stanford, creative director at BMF Australia, also shared, “a2 Milk may be beneficial for some people who are sensitive to the A1 protein, so seeing the world from a tummy’s view was the perfect way to launch our new long idea. A whole range of authentic Aussie tummies are living their best lives.”
