Delivery services in the convenience category are often seen as an indulgence, with would-be customers reluctant to feel convenience guilt, or worse—to be perceived as lazy.

Developing the brand strategy and creative, we worked with the MILKRUN team on a solution that highlighted the ease and speed of MILKRUN's service, and reframed the narrative around convenience; in effect normalising the behaviour of taking advantage of convenience. Not only did we need a campaign solution; but to create an ongoing creative platform that gave the brand runway to continue its growth in the Australian & New Zealand markets. 

In partnership with Rabbit and talented director Aimée-Lee Xu Hsien, we brought the first iteration of the platform to life using a memorable metaphor: a magic cow that effortlessly provides the speed and ease of MILKRUN's deliveries. The campaign, reaching audiences on TV, online and outdoor, has just launched with initial audience response eagerly anticipated.