Arla B.O.B milk campaign
The campaign for great taste
B.O.B milk prides itself on having the taste of full fat but with the calories of semi skimmed. But not a lot of people know this.
To change that we devised multiple campaigns to get great taste top of mind.
BOB's primary audience is over 50 and have grown up in the 80s and 90s arguably seeing the highs and lows of “great taste”. We used this nostalgia angle to get the conversation about great taste started.
The plan provoked social media through influencer action and collected data for further PR and social discussion.
Creating campaign ideas
In most cases I like to pitch teams against each other, with the same brief, at the same time, getting different results. We review ideas through out the day and critique and refine to make stronger. In this case we did this alone and with the client to give them the best of both worlds. With this campaign I brought together teams of varying skill sets to create a diverse mix.
Keeping the teams focussed and directing them through the off message ideas, I refined 3 pitch solutions of which this was one.