The Alternative Dairy Company delivers ‘today’s milk’ in new campaign via Milk + Honey United

Sanitarium and Milk + Honey United have launched a visually arresting new brand platform for The Alternative Dairy Company.

The Alternative way is today’s way of creating and enjoying milk. 100% plant-based and café crafted with baristas for baristas, it’s ‘Today’s Milk’ in every way.

The campaign will run nationally, launching with online video, OOH and social and digital across the full product portfolio of soy, oat and almond milk variants.

The campaign will see the creative executions rolled out across multiple channels, including in media, partnerships, digital and social, with Slingshot as the media partner.

Says Jessica Manihera, head of marketing, Sanitarium: “Over the last 10 years the milk category has evolved, much like our tastes and food interests. People are looking for a variety of alternatives and asking for them too. At The Alternative Dairy Co. we’ve always done things a little differently – from the ingredients we use and our local manufacturing processes, to collaborating with expert baristas to perfect our product formulation. Our new campaign – Today’s Milk – is about celebrating the evolution of plant-based milk and encouraging Aussies to ask for The Alternative.”

Says Steve Jackson and Andy DiLallo, founders of Milk + Honey United: “Right from the beginning this partnership felt like it was meant to be, and not only because we have milk in our name. Like this progressive brand, we also both believe in doing things the alternative way. There’s nothing more invigorating than collaborating with another change agent and setting out together to prove what’s possible. The brand has a great purpose and ambition, and we look forward to helping the Alt Dairy team unlock its true potential.”

Jessica Manihera, Head of Marketing – Australia & New Zealand, Sanitarium
Marketing Manager, Beverages – Australia & New Zealand, Sanitarium
Helen Reiher, Advertising, Media & Sponsorship Manager – Australia, Sanitarium
Kirk Jones, Brand Manager, The Alternative Dairy Co.
Rachel Gadd, Assistant Brand Manager, The Alternative Dairy Co.
Agency: Milk + Honey United
Media: Slingshot
Production Company: Heckler
Sound: Heckler Sound
Composer: Johnny Green