ABEL Helps MILKRUN 'Milk It' With Magic Cow Campaign

Continuing to deliver across the Australia and New Zealand markets, ABEL has collaborated with MILKRUN to support the next phase of brand growth.

ABEL was tasked with developing an enduring brand platform across the Australian and New Zealand markets, to cut through the highly contested delivery category. The appointment comes off the back of the delivery service announcing the integration of Jimmy Brings -- adding alcohol to the thousands of products already available within the MILKRUN catalogue.

Jamie Gagliardi, head of marketing at MILKRUN, said, “The ABEL team quickly understood our business (and sense of humour). They unlocked a distinctive space for our brand to play both strategically and creatively, making them the obvious choice. From pitch to production it’s been such an easy process and I’m excited to share our new creative with the world.”

The campaign, which launched last week, sees the MILKRUN brand coming to life like never before, using a magic cow as a metaphor for the fast, easy and convenient service MILKRUN provides.

Nicole Jauncey, creative co-founder of ABEL, said, “The creative ambition and collaborative approach of MILKRUN perfectly aligns with ours. We’re passionate about enabling brands with non-traditional thinking, and the chemistry with the guys at MILKRUN was obvious from our very first interaction.”

Phillip Robbie-Porter, ABEL creative partner, elaborated, “There’s a real hesitancy in the delivery and convenience category stemming from the misconception it can be lazy or indulgent. The MILK IT platform gives permission to our audience to take full advantage of everything MILKRUN offers, delivered with a memorable metaphor. And it offers the brand a great creative runway for more communications to come.”

MILKRUN joins Red Bull, Coates, Macquarie Bank, and a raft of other creatively ambitious brands looking for something a little bit different with ABEL.