BREAST MILK

TitleBREAST MILK
BrandBREAST CANCER CURE
Product / ServiceBREAST MILK
CategoryA08. Charities, Public Health & Safety, Public Awareness Messages
EntrantY&R NZ Auckland, NEW ZEALAND
Idea Creation Y&R NZ Auckland, NEW ZEALAND
Media Y&R NZ Auckland, NEW ZEALAND
PR DUO PR Auckland, NEW ZEALAND
Contributing LEWIS ROAD CREAMERY Auckland, NEW ZEALAND

Credits

Name Company Position
Josh Moore Y&R New Zealand Chief Operating Officer & Chief Creative Officer
James Wendelborn Y&R New Zealand Senior Designer
Nicky Greville Y&R New Zealand General Manager - Media
Guy Denniston Y&R New Zealand Creative Director
Gavin Siakimotu Y&R New Zealand Creative Director
Zoe Edwards Y&R New Zealand Creative
Kate Lill Y&R New Zealand Creative
Marique Knight Y&R New Zealand Agency Producer
Nic Winslade Y&R New Zealand Brand & Content Planner
Aimee Knox Y&R New Zealand Account Director
Christina Hazard Y&R New Zealand Head of Production

The Campaign

We decided to hijack the revenue stream, shelf space and customer base of New Zealand’s largest fast selling consumer product – dairy. We approached premium milk brand Lewis Road Creamery, whom were desperate to drive switching in such a habitual category. We came to them with an innovative way of rebranding their bottle to talk directly to our consumers. One that would transform their blue top milk into Breast Milk – the cow’s milk that funds the cure. They agreed. 20c of every bottle sold was donated to Breast Cancer Cure, which made Lewis Road Creamery the brand of first choice, increased sales and in turn, donations.

Creative Execution

On July 10, Breast Milk hit shelves all over New Zealand in all upper-socio supermarkets where our audience shopped. Launched with a PR push, the new provocative design received coverage across national television, social media and global news such as The Daily Mail, Huffington Post and Buzzfeed. To help build momentum after the initial burst, we encouraged people to publicly commit to purchasing the product, which we seeded through celebrity influencers on social media to model the behaviour we wanted from our consumers. Images started filling social media of consumers drinking Breast Milk, proudly showing off their support with the hashtag #idrinkbreastmilk The other key channel we needed to own was cafés – a daily occasion for milk consumption. We partnered with Coffee Supreme cafes to offer Breast Milk alongside the option of soy and trim.

Results

Breast Milk’ became the most talked about charitable initiative of 2015 in New Zealand, and the campaign met 100% of the donation goal – to raise $20,000 in donations without any charitable spend. The first batch sold out in one week, and in three months we sold 85,458 bottles of Breast Milk. The campaign generated 4.8 million earned media impressions in New Zealand alone in just 48 hours, with the whole population of New Zealand being only 4.4m. Globally, estimated impressions hit around 15 million and social chatter was rampant throughout social platforms and global news sites such as Buzzfeed, MTV, The Daily Mail and Huffington Post. The only money invested was donated from the agency and totalled $3,655 for social content. The campaign generated a huge increase in brand awareness, which solicited donations beyond this campaign. Looking at the ROMI from this campaign directly, we achieved $5.47 for

We used an FMCG product to become Breast Cancer Cure’s direct communications channel and revenue stream for public donations. By creating a product our target market already purchased 2-3 times a week, we could ask them for a routine donation by simply asking them to change milk brands. ‘Breast Milk’ became the most talked about charitable initiative of 2015 in New Zealand, achieving an estimated 15 million impressions globally, and meeting 100% of our donation goal with the small budget of $0.

Our target audience was the pragmatic, upper-socio female who is cause-minded and is most likely to be affected by breast cancer in the future. Core Insight Novelty positioned in a routine is a powerful motivator in a world of charity fatigue.  Strategy Take a commodity product that this audience purchased 2-3 times per week and redesign it with a provocative twist, dragging cultural taboos onto supermarket shelves. This twist would ensure that not only was the product our billboard, but that mainstream media would write about the initiative and our message would spread from the shelf out. Lewis Road Creamery would supply the product, the distribution and the consumer behaviour we needed to leverage. We would simply re-brand their product and turn an everyday purchase into a donation - the call to action being ‘switch to Breast Milk to find a cure for breast cancer’.

Links

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