a2 Gentle Gold Premium Toddler Milk invites parents to take part in a ‘Comfy Dance’ with Emma Memma in new campaign via Dig Agency

The a2 Milk Company has partnered up with Dig Agency and beloved children’s entertainer Emma Memma to launch a new campaign for a2 Gentle Gold Premium Toddler Milk, which celebrates the universal parenting ritual of the “comfort dance.”

Every parent knows the instinctive motion—rocking back and forth, swaying side to side—to soothe a restless child. Inspired by this familiar movement, the campaign introduces The Comfy Dance, a playful and engaging way for parents to bond with their little ones.

To bring the campaign to life, Dig and The a2 Milk Company enlisted Emma Memma, renowned for her toddler-friendly tunes, to create a bespoke song designed to accompany the dance. Through a series of social posts, Emma teaches parents the steps and encourages them to join in.

Says David Joubert, Chief Creative Officer at Dig: “The campaign taps into such a simple truth that all parents can relate to. Parents will know that almost instinctive gentle rock we do when trying to soothe our little ones. With Emma Memma’s help, we hope to add a little fun to the moment.”

a2 Gentle Gold® Premium toddler milk drink is made with pure and natural a2 Milk, and it’s based on a unique premium whey and casein protein blend and fortified with 16 minerals and vitamins. It has calcium to support digestion and also has ingredients to support immune systems and cognition systems.

The national integrated campaign launches this week.