Norco doubles down on flavoured milk love in bold, fully integrated campaign via Friends & Allies – and Nanna’s not sharing

CB Exclusive – Norco has launched its most ambitious flavoured milk campaign to date, rolling out a new creative platform ‘Can’t get enough of the stuff’ developed with creative partner Friends & Allies.

The campaign, brought to life in partnership with The Producers, director Mitch Kennedy and post-production house XO, is backed by a multi-channel media buy across TV, digital, social and large-format out-of-home.

Built on a simple but powerful truth – that Australians have a deep love of flavoured milk, they just can’t get enough of it – the campaign puts taste front and centre, celebrating the deep, almost irrational love people have for Norco Flavoured Milk. The work leans into humour and human insight, built on a playful creative idea that stress‑tests one of the most precious relationships of all – a grandmother and her grandson – proving that Norco flavoured milk is too good to share, even with those you love most.

The platform deliberately steers away from long‑standing category clichés and masculine tropes. Instead, broadening the category lens to reflect the real, diverse audience that drinks flavoured milk every day.

At the heart of the work is a clear product truth: Norco Flavoured Milk is made with real, fresh Norco milk, delivering a creamy, nostalgic taste that’s already a fan favourite.

“Flavoured milk doesn’t need gimmicks – people already love it,” said Ben Menzies, General Manager of Commercial & Strategy at Norco. “This campaign is about reigniting that genuine affection and reminding Australians why Norco Flavoured Milk has earned such a loyal following.

The platform has been designed for longevity and scale, with executions rolling out across broadcast TV, on‑demand digital video, social and high‑impact out‑of‑home. OOH plays a central role in amplifying the idea, with bold creative appearing on billboards and transit formats in key metro and regional markets, ensuring the campaign shows up wherever Australians are out and about craving a cold flavoured milk.

Friends & Allies Founder and Creative Director Christy Peacock says the strength of the idea lay in its simplicity: “It’s a very human insight told in a warm, familiar and genuinely fun way. The idea has endless mileage across channels – from film to OOH – and gives Norco a distinctive voice in a category that’s often visually and tonally same‑same.”

The integrated rollout is designed to build fame at scale while maintaining a strong product focus at every touchpoint.

The new platform marks a significant step forward for Norco Flavoured Milk, reinforcing the brand’s position as one of Australia’s most loved dairy icons – and proving that when it comes to great‑tasting flavoured milk, loyalty runs deep.

And if you’re thinking about reaching for Nanna’s chocolate milk?

Good luck.

Respect Nanna. Respect.

Client: Norco Co-Operative Ltd
Head of Marketing: Alissa Moes
Brand Manager: Yasmine Kon
GM Commercial & Strategy: Ben Menzies

Creative Agency: Friends & Allies
Creative partner: Christy Peacock
Head of Copy: Andy Flemming
Strategy Partner: Katie Peacock
Client Partner: Christine Gannon
Producer: Katrine Bowman

Production Company: The Producers
Director: Mitch Kennedy
Producer: Tanya Spencer
Post: XO
Editor: Felicity Kranz
Producer: Rylee Bannan
Online: Steve Leacey
Sound: Mike Lange, Hayley Dell
Head of production: Trelise Blade
Stills Photographer: Sam Scoufos
Retouching: Derek Leong
Media Agency: Communicate Australia
Social Agency: Dot-to-Dot Digital

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