Made By Cow launches new raw milk brand into the Australia market via Special Group and Poem
A world first Australian milk innovation launched this week; called Cold Pressed Raw Milk from Made by Cow. Special Group was responsible for the brand creation (strategy, research, naming, identity and packaging) whilst Poem developed the publicity launch strategy, social strategy and social content.
Up until now, untreated milk (usually known as raw milk) has needed to be heated to at least 72 degrees to destroy harmful bacteria. It is also often subjected to separation, homogenisation, recombining and standardisation, before finally being bottled and sold on shelf in supermarkets.
Made By Cow however, uses a new patented breakthrough method that focuses on careful herd management and more hygienic milking practices from a single Jersey Herd on NSW’s pristine South Coast, to produce a higher quality milk. This is then bottled straight from the cow within hours and put under intense water pressure, compressing both the bottle and milk inside for several minutes. This pressure eliminates any remaining harmful bacteria, whilst being gentler on milk’s natural nutrients. The result is a safe, un-messed with and deliciously creamy, cold pressed raw milk straight from the cow.
Says Saxon Joye, founder, Made By Cow: “Other than our dairy farmers, our grandparents were probably the last people to taste milk the way it’s supposed to be, without heat pasteurisation, homogenisation and all the other processes that go into making standardised milk.”
Says Pim Van Nunen, creative partner at Special Group: “With so many milks on the market claiming new innovations in goodness and health benefits we needed to stand out for being as different as the product is. This is like tasting true milk for the first time and so it shouldn’t look or feel like any other milk on the shelf.”
Says Rob Lowe, co-founder, Poem: “Working with a startup that’s naturally innovative and disrupting the market, has been a real privilege. The publicity and social results so far have been exceptional. I doubt there’ll be many people that haven’t heard about Made by Cow by the end of the week.”
Brand strategy and design agency: Special Group
PR publicity and social: Poem
Video production: The Explainers
3 Comments
Nonsense, this is the new equivalent of what creatives used to do for ‘their’ local hairdresser. I have yet to see anything special from Special Group here in Australia.
I’m pretty sure they don’t really care what you think.
On another note, this wasn’t in Harris Farm this morning. Has it launched?
Interesting, I saw this on ABC news last week. Along with the dairy farmer behind it. No mention of it being an ad agency initiative.
I think Special Group may be guilty of over-claiming this one a little bit.