MILKRUN

For many, using a convenience delivery service still carries a sense of guilt - a nagging feeling that maybe it’s lazy, or too indulgent.

But that hesitation revealed a powerful insight: convenience isn’t the problem - perception is.

We built a strategic and creative platform designed to flip that perception on its head.

We reframed convenience as a smart, even empowering choice - not something to feel guilty about, but something to embrace.

The campaign, directed by Aimée-Lee Xu Hsien at Rabbit, launched across TV, online and outdoor.

Launched recently - the campaign becomes the first step in a broader creative platform that allows the brand room to grow across Australia and New Zealand.