Big Dairy Industry Lawyers’ Arguments against NotCo Are the Stars of This Campaign from MRM Chile

'We didn’t write this. Big dairy industry lawyers did'. With this headline, MRM Chile and plant-based food company NotCo launched the latest campaign for NotMilk, a product that made controversy for the Chilean big milk industry.

The initiative, the first carried out by the agency part of McCann Worldgroup after the arrival of Fernando Machado at the innovative food brand, frames the arguments used by the lawyers who filed the legal action and reinforces the startup’s position.

For example: "The product NotMilk corresponds to a plant-based beverage, mainly made from peas, which is distributed and commercialized by The Not Company throughout the national territory, to the point that it can be purchased in the sales rooms of the main supermarkets in the country.” Another included idea was: “NotCo seems to be a sort of self-proclaimed hero of food, who comes to replace a harmful and polluting industry for individuals’ health, such as agro-industrial milk production.”

Macarena García, brand manager of NotCo said: “We believe that what we have stated from the beginning is more than demonstrated: that our product is not milk, period. They say it and we say it, it will be very clear to the general public.”

For Leonardo Chiesi, chief creative officer of MRM Chile: "It’s always great to work with such a brave client. It’s also great -and kind of absurd- that the arguments used by big dairy lawyers to sue our client, are exactly what we want to tell people about NotMilk."