Boring Oat Milk urges Kiwis to ‘Quit the tit’ in new campaign via Motion Sickness

New Zealand is a nation built on milk. Traditionally, the kind that comes out of a cow. Boring Oat Milk aims to change that in its latest campaign ‘Quit the Tit’ developed by Motion Sickness, Auckland.

The campaign encourages New Zealanders to wean themselves off cow’s milk and onto Boring Oat Milk. Because in a country built on big dairy, it can be hard to try something new.

The campaign features a four step programme, helping Kiwi adults wean themselves off the bovine breast. The specially designed ‘Quit Kit’ places product into the hands of hundreds of new customers, giving them a taste of life off the tit. The method is simple: combine the cow’s milk with the oat milk and gradually reduce the ratio until you’ve quit the tit.

The wider campaign includes OOH and a series of satirical testimonial videos from former tit addicts, directing people to QuitTheTit.com — where you can secure one of these highly coveted kits for free.

Says Jessie Beasley, head of brand at Boring Oat Milk: “It can be scary to quit cold turkey, so we created Quit the Tit to help people move onto Boring with ease. With the Quit Kit programme, cow milk drinkers can slowly wean themselves onto oat milk, and they’ll see that the taste is very similar, if not more delicious, than what they’re used to.”

With each Quit Kit released, Boring Oat Milk gets closer to weaning the entire nation off the tit. The campaign is running over the next month with hundreds of quit kits already flying off the shelf.

Client: Boring Oat Milk
Head of Brands: Jessie Beasley

Agency / Production: Motion Sickness
Director: Matt Eastwood
Executive Creative Director: Sam Stuchbury
Copywriter: Andrew Hathaway
Art Director: Kelly France
Head Of Strategy: Hilary Ngan Kee
Strategist: Chelsea Knowles
Account Director: Radd Nadesananthan
Head of Production: Joseph McAlpine
Designer: Nick Jamieson
Editor: Damian Golfinopoulos
Editor: Jolin Lee
Photographer: Finn Cochran
Grade: Julian Dyson
Sound: Big Pop Studios