Peeps Marshmallow Milk
Featured in AdAdge, Little Black Book, Ads of the World, The Late Show, Jimmy Kimmel Live, Food & Wine, Yahoo
Promised Land Dairy is home to the richest milk around, but come spring their sales cool off.
To re-engage fans, we partnered with Peeps to create an indulgent Easter tradition like never before: Sweet Marshmallow Milk. A limited-time flavor that turned heads and tastebuds.
MARSHMALLOW MILKMAN
First we answered the question on everyone's mind: where does Peeps Milk come from?
Then to deliver this spring treat to customers, there was only one person for the job.
SOCIAL
We continued to indulge fans on social, sharing milkman moments and giving away decadent prizes.
MERCH
Fans sipped in style this spring with co-branded merch. These sweatsuits combined the iconic Peeps colors with a Promised Land Dairy inspired cow print.
EASTER EGG HUNT
To drop the merch, we hosted an Easter egg hunt on our Instagram page. We edited the captions of old posts and hid 10 easter eggs (🥚). Then we had fans search for them to be entered into our giveaway contest.
THE IMPACT
Our small brand become the talk of the fridge and we got new fans craving our decadent milk
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314.8% Audience Growth
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Over 35 Earned Media Mentions & Hundreds of Social Mentions
CASE STUDY
Agency: Bakery Agency
Role: My AD partners and I concepted and sold in this campaign. We helped produce the Marshmallow Milkman video, the social posts, and paid media.
CD: Rodrigo Rothschild Junior CW: Paris Cipollone
Junior AD: Daniela Fernandez Junior AD: Julia Hancock