a2 Milk launches new ‘Only a2 Will Do’ brand platform in first campaign from BMF

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The a2 Milk Company has launched a new brand platform, ‘Only a2 Will Do’ via BMF, celebrating how people can thrive when drinking a2 Milk, which is naturally free from A1 protein.


Launching the first campaign within the framework of the innovative new brand platform, a2 Milk proudly introduces ‘Tough Tummies’. This integrated campaign celebrates a2 Milk’s natural absence of the A1 protein found in most conventional milk.

Created by BMF, the creative agency’s first work since winning the account, the campaign shows life through the everyday heroism of stomachs. Because however tough our tummies may seem, sometimes it is the sensitivity to a protein commonly found in milk, the A1 protein, that stops us from being able to enjoy the everyday goodness of dairy.

‘Tough Tummies’ will be rolled out across TV, OOH, social, and programmatic.

Says Edith Bailey, CMO, The a2 Milk Company: “Milk drinkers who have sensitive stomachs, may reduce or stop drinking milk altogether to free themselves of discomfort. But a2 Milk is real milk from carefully selected cows that naturally produce only the A2 protein and no A1. It is the A1 protein found in most milk today that may negatively impact digestive comfort for some people. We wanted to feature real tummies, ‘Tough Tummies’, to celebrate how we can thrive with a2 Milk.”

Says Harry Stanford, creative director, BMF Australia: “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. A whole range of authentic Aussie tummies living their best lives.

Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Directors: Harry Stanford & Adrian Ely & Josie Fox
Creatives: Angel McMullian and Erica Mallett
Head of Art & 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: Good Oil
Executive Producer: Sam Long
Director: Tom Campbell
Post Production: ARC EDIT
Editor: Phoebe Taylor
Sound Production: Massive Music
Music: MassiveMusic
DOP: Tyson Perkins
Sonic Branding: Resonance Sonic Branding
Photographer: Ingvar Kenne

Client: a2 Milk
Managing Director ANZ & 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