Campaign Details & Goals
The campaign’s main messages:
- More sustainability, greater animal welfare and regional product diversity – the dairy industry is taking action. With the beats of the hit “Sing Hallelujah” the Initiative Milch is relaunching the claim: “Milch macht’s!” (Milk does it/Milk does the trick!)
- Whether at the breakfast table or in the gym, the performer, who only appears stiff at the hip at first glance, dances along with familiar and new moments of consumption. He ends where the journey of milk from grass to glass begins: in the meadow.
The key goal was to kickstart a new perspective on milk, to show we are on the move to a sustainable future! Target audience is GenZ / families with young kids.
Campaign Type
- Paid Media/Advertising
Location
Germany
Dates
June 1, 2024
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Metrics
- Social Reach 5.6 million resulting in 30 million social impressions
- Impressions via McDonald’s indoor screens: 73 million
- 100,000 visitors to the website
A Brandlift study with Meta shows the probability of a positive change is 94 percent; advertising films and statements measurably reach neutrals as well as critics and increase the positive perception.
Details That Led to a Successful Campaign
In qualitative testing, the ‘Hallemuhjah’ music video was received very positively overall, as it conveys innovation as well as joie de vivre. No one would have expected dairy to launch a campaign like this. It shows consumption moments that one does not automatically associate or that one has hardly seen before. The most popular vignette is the scene in the gym, while the beverage in front of the kiosk is also very eye-catching.
The dairy industry manifesto always runs alongside the film, the ads, on the website or on YouTube: Our commitment to changes in society and consumer preferences, to animal welfare and climate protection. Social ads link to the website with farm portraits, expert interviews, checklists and much more.
The target group of under-30-year-old consumers received the message very positively. The video was viewed more than 283,000 times in three months during the summer on the YouTube channel “Milch macht’s.”
During the rollout, the campaign hit the relevant touchpoints in social media as well as in addressable TV and in McDonald’s restaurants (indoor screens).
