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Booking.com wanted to raise mass awareness of the brand over the busy Christmas period and achieve coverage cut-through against competitor brands’ similar festive offerings.
MILO is an Australian icon. For years, it has fuelled the nation. And yet, the age-old question that continues to echo through countless Aussie homes is: how do you have your Milo? After all, every MILO lover thinks they know to make it perfectly.
So, we set out set out to do the impossible and launched the first-ever national search — #TheMILOCup — to find and celebrate the best-made MILO. The campaign scoured the nation and uncovered creations from all over the country. Our mission led us to crowning one worthy winner and settling the great debate, once and for all, by cementing the winning recipe on the much-loved tins.
To launch Ben & Jerry’s first light ice cream range 'Moo-phoria' in Australia, the brand wanted to position the new product as the number-one choice and a better-for-you ice cream option amongst health-conscious Australians.