Having already achieved excellent market share of the dairy milk industry in Australia, challenger milk brand, a2 Milk, had ambitions to create a similar impact in the UK. But it was a complicated product to promote. Their message was to bring millions of dairy intolerant people back to drinking dairy by challenging common misconceptions and re-educating consumers on intolerances. Supporting an agency client, the ‘Welcome Back to Milk’ campaign brought these complex messages to life through engaging content and influencer marketing. Secured collaboration with rugby star, Danny Cipriani, who was hot out of the Six Nations tournament and therefore rich in media currency. Designed, wrote and produced a creative brand photoshoot and short film which resulted in an in-depth exclusive feature in the Mail Online, followed by widespread national coverage. Leveraged this with a pop-up milk cafe for journalists and bloggers to ‘pour a pint’ with Danny and hear his story.