a2 Milk Launches ‘Only A2 Will Do’ Brand Platform in First Work from BMF

Launching the first campaign within the framework of the innovative new brand platform, a2 Milk® proudly introduces 'Tough Tummies'. This integrated campaign celebrates a2 Milk’s natural absence of the A1 protein found in most conventional milk. 

Created by BMF, the creative agency’s first work since winning the account, the campaign shows life through the everyday heroism of stomachs. Because however tough our tummies may seem, sometimes it is the sensitivity to a protein commonly found in milk, the A1 protein, that stops us from being able to enjoy the everyday goodness of dairy.

‘Tough Tummies’ will be rolled out across TV, OOH, social, and programmatic. 

Edith Bailey, CMO, The a2 Milk Company, said, “Milk drinkers who have sensitive stomachs, may reduce or stop drinking milk altogether to free themselves of discomfort. But a2 Milk is real milk from carefully selected cows that naturally produce only the A2 protein and no A1. It is the A1 protein found in most milk today that may negatively impact digestive comfort for some people. We wanted to feature real tummies, ‘Tough Tummies’, to celebrate how we can thrive with a2 Milk.”

Harry Stanford, creative director, BMF Australia, said, “a2 Milk may be beneficial for some people who are sensitive to the A1 protein, so seeing the world from a tummy’s view was the perfect way to launch our new long idea. A whole range of authentic Aussie tummies living their best lives.