MILKRUN has unveiled a fresh new brand campaign, “Can’t Leave? MILKRUN It” created and delivered by independent fame agency Double Woo.
The quick commerce brand launched the first hero asset last night in primetime, debuting its first 30-second hero film featuring John Pearce, beloved member of The Wiggles, in a playful new campaign.
The scene opens with the singing, dancing star at home enjoying a break from his tour commitments when abruptly the zen of the good life is interrupted.
Adoring superfan mums - and even fan dads - are swept up in John Pearce mania. In scenes more reminiscent of the rock and roll heyday the fan fervor overcomes the muscled performer who is forced to duck a flurry of funny, unexpected gifts and gestures of adoration.
The fan-appointed heartthrob discovers adoring supporters at his front door and stumbles on another batch at the window. They hoist signs professing their appreciation for the strongman. It all becomes too much for John who realises he can’t leave, he must MILKRUN it.
“My wife and I use the MILKRUN app all the time at home, so as a parent, I know firsthand how handy it is for busy adults and families. I loved being part of this campaign and the fun, creative approach to bringing the idea to life. It was a great experience, and I’m excited for everyone to see it and hopefully enjoy the tongue in cheek nature of it,” said John Pearce.
The 30-second hero spot is airing across Linear TV, BVOD, OLV, Social, Digital and MILKRUN’s owned channels.
The spots land alongside MILKRUN’S timely broadcast integration during the ultimate ‘can’t leave’ moment in 10’s Big Brother, where MILKRUN serves as the official grocery delivery platform. The partnership will activate across multiple touchpoints including in program, throughout the broadcast and on the MILKRUN App.
“MILKRUN has always channeled wit and humour, but 'Can't Leave? MILKRUN It' elevates that into a scalable, culturally resonant platform,” said General Manager, Commercial Marketing and Partnerships, MILKRUN Karen Hurwitz. “In a commoditised category, we’re cutting through with comical moments of predicament with high-profile Australians like John Pearce. This campaign shines a light on our core promise of delivering thousands of grocery items right to your door in under 35 minutes. It’s about celebrating ultimate convenience for those moments when leaving the house just isn’t on the cards."
The campaign marks the first time MILKRUN, who have more than twenty thousand items on their platform, has joined forces with fame agency Double Woo.
“Slapping a celebrity in a TVC isn't a shortcut to fame; the magic is in the cultural context of the casting. We leaned into John’s instantly recognisable charm and much-loved public persona, adding a playful twist and a healthy dose of humour to the story.” said Double Woo co-Chief Woo Officer, Channa Goonasekara. “To start with a foundation that is bursting with creative possibilities gives us certainty that ‘Can’t Leave?, MILKRUN It’ can become part of the vernacular. The formula is relentlessly entertaining.”
“MILKRUN is that rare breed of client. Highly strategic, obsessed with their product and utterly fearless when it comes to not taking themselves too seriously,” said Double Woo co-Chief Woo Officer, Nick Vindin. “They immediately anchored on hilarious creative and genuine entertainment and were unflinching in their conviction that it would be an unlock to an outsized share of voice. They protected the creative integrity of this iteration and are backing it as a springboard that will let their underdog spirit off the leash.”
The campaign was captured in Sydney and produced by Chee Productions. It was directed by Charlie Grant who also served as the DOP.
MILKRUN’S launch was covered editorially by The Today Show, The Australian and The Daily Telegraph amongst other national mastheads.
Credits:
MILKRUN
General Manager, Commercial, Marketing and Partnerships: Karen Hurwitz
Head of Marketing and Growth: Sandy Mangion
Marketing Manager: Sophie Ly
Content Manager: Julia Bosevski
Brand and Design Manager: Leonardo Miranda Lobos
Double Woo
Co-Chief Woo Officer: Channa Goonasekara
Co-Chief Woo Officer: Nick Vindin
Chee Productions
Director/DOP: Charlie Grant
Photography: Dean Podmore
Executive Producer: Tamiko Wafer
Producer: Ness Levis
Production Manager: Lucy Banfield
1ST AC: James Campbell
2ND AC: Harrison Joyce
Gaffer: Mirco Guidon
Best Boy: Joey Chebatte
Grip: Jonathan Scott
Sound: Marty Cox
Digital Operations: David Deas
Wardrobe and Propst Stylist: Lydia-Jane Saunders
Wardrobe and Propst Stylist Assistant: May Kiyama
Props Assistant: Patrick Short
Grooming: Michelle Cox
Edit: Carve and Stitch
Grade: Marcus Friedlander
Sound Design: Rumble