Our new campaign for a2 Milk launched this week.

From an advertising perspective, it was a great brief because the brand has a unique usp: It’s easier to digest than milk with A1 protein in.  Simples, right?

But things are never simple(s).  We had a creative challenge.  Due to EU regulations on food and drink advertising, we weren’t allowed to make any nutritional health claims.

So, to pique interest and encourage peeps to find out more, we suggested that because it’s easier to digest, drinking a2 Milk not only helps you get on with your daily life but also helps you to squeeze as much out of a situation as possible or to make an everyday activity even more enjoyable…

…are you a2 Milking it?