MALK
An interesting dilemma for Malk. Most almond and oat milk drinkers already believe they are making a healthy choice simply by choosing to drink plant-based milks. They have no idea that almost all of them are filled with absolute garbage. Our mission? Get them to read the labels so they can see for themselves.
#turnitaround
The #turnitaround campaign continued MALK's focus on ingredients, encouraging shoppers to actually read the labels and see how dirty plant-based milks can be — and how clean MALK is by comparison.
two-sided newspaper launch:
broadcast: "What we're not"
dir: Berndt Mader
broadcast: "Always"
Farmers' Market Activation
Most plant-based milks are full of oils, gums and other garbage. But do consumers know that? Do they even care? We needed to find out.
social:
social videos:
holiday social:
trade banners and posters:
trade giveaway:
An at-home MALK kit that consists of nothing but almonds. In a cheeky twist, we also provided additives and preservatives you'd need to make it into Almond Breeze, Silk, or Oatly.
out-of-home:
