Breathing new life into an office staple
Campaign landing page
The Fruit Box Group is one of Australia’s most successful and high-profile business-to-business companies. In 20 years, it has grown from a small Melbourne-based fruit delivery business to now be Australia’s only truly national fruit and milk delivery company, making over 10,000 deliveries a week.
The availability of milk in the workplace fridge is very much taken for granted by Australian employees. As a result, it’s considered a low-involvement purchase at most companies and given little thought. In fact, the only time milk gets any attention in the workplace is when it runs out – which happens more often than you’d like to think. We took this key insight and turned it into a campaign designed to put some interest back into the purchase of milk for the workplace – the Milk Ninja!
The Fruit Box Group is so efficient and effective at ensuring that you never run out of milk in your workplace, you’d swear they were Milk Ninjas. The shoot required the skills of acclaimed talent photographer Jim McFarlane to capture our ‘Ninja’ talent in various poses for both animated and flat media. This fun and interesting way of illustrating the best way of avoiding running out of milk was applied in DM, social and the Fruit Box Group website.
The Milk Ninja captured the attention of our audience, both internally and externally. It’s been so successful that it’s lived beyond its planned campaign period and been re-purposed as part of The Fruit Box Group’s ‘always-on’ digital strategy.
Instagram campaign images
Direct mail piece