BMF launches first work for a2 milk, ‘Only a2 will do’

BMF launches first work for a2 milk, 'Only a2 will do'

Bailey: “We wanted to feature real tummies, ‘Tough Tummies’, to celebrate how we can thrive with a2 Milk.”

BMF has launched its first work for The a2 Milk Company since winning the account.

The new brand platform, “Only a2 Will Do,” accompanied by the hero film, Tough Tummies, celebrates the everyday of heroism our stomachs while recognising the natural absence in a2 milk of the the A1 protein found in most conventional milks.

The a2 Milk Company’s chief marketing officer, Edith Bailey, said those with stomachs sensitive to milk will often have to avoid the product to prevent feelings of discomfort. However, she explained that for some people, the A1 protein found in most milk could be what’s negatively impacting their digestive comfort.

“But a2 Milk is real milk from carefully selected cows that naturally produce only the A2 protein and no A1,” said Bailey. “We wanted to feature real tummies, ‘Tough Tummies’, to celebrate how we can thrive with a2 Milk.”

Creative director at BMF Australia, Harry Stanford, described the TVC as portraying, “A whole range of authentic Aussie tummies living their best lives.”

“a2 Milk may be beneficial for some people who are sensitive to the A1 protein, so seeing the world from a tummy’s view was the perfect way to launch our new long idea,” said Stanford.

The Tough Tummies campaign will be rolled out across TV, OOH, social, and programmatic channels. 

In March, a2 Milk announced the appointment of Omnicom Media Group’s Resolution Digital as the dedicated global website agency for the brand, promising the application of an ‘evolution’ framework to deliver a frictionless, customer-centric experience across all of a2’s websites.

In March last year, This is Flow was tapped to manage the media planning and buying for a2 Milk.

The work from BMF closely follows a series of promotions within the agency’s creative and innovation departments earlier this week, including Dave Roberts and Tom Hoskins to the shared role of group creative directors.

See also:
Resolution Digital named global website agency for a2 Milk
This is Flow is appointed to manage the media planning and buying of The a2 Milk Company


Creative Agency: BMF
Chief creative officer: Alex Derwin
Creative director: Harry Stanford & Adrian Ely & Josie Fox
Creatives: Angel McMullian and Erica Mallett
Head of art and design: Lincoln Grice
Designer: Samantha Jones
Chief strategy officer: Christina Aventi
Group planning director: Thomasine Burnap
Chief executive officer: Stephen McArdle 
Group account director: Sophie Bogdan
Account manager: Annabel Newman
Head of TV: Jenny Lee-Archer
Agency producer: Emma Friend
Art buyer: Basir Salleh
Integrated producer: Simone Plaza 
Finished artist: Stacey Harrad Chantler
Creative services Director: Clare Yardley

Production Company: Goodoil
Executive producer: Sam Long
Director: Tom Campbell

Postproduction: ARC 
Editor: Phoebe Taylor
Sound Production: Massive Music
Music: Massive Music
DOP: Tyson Perkins
Photographer: Ingvar Kenne

Client: a2 Milk
Managing director ANZ and strategy: Eleanor Khor
Chief marketing officer: Edith Bailey
Group head of brand: Andy Disley
Head of marketing ANZ: Louise Tomkins
Senior brand manager: Lizzie Manger
Assistant brand manager: Grace Barnes
Assistant brand manager: Eliza Day

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