MilkRun requested a creative campaign with an evergreen content strategy to help their farm-to-consumer food delivery service increase weekly subscriptions and gain brand awareness in the Portland market.
We answered by creating an integrated campaign around the concept of “Closing the Gap Between You and Your Food.” We generated multiple creative solutions using various aspects of the local Portland community. The campaign was presented to executives at R/GA Portland.
Portland Influencer Box
Instagram Sponsored Ads
Adding sponsored ads and farmer features are great ways to engage the millennial audience, increase followers and generate impressions.
To create a human connection and show exactly where their food comes from, MilkRun will post videos to their social pages that introduce the farmer to the consumer.
An interactive map will be added to the MilkRun app so people can see the locations of the farms where their food comes from. A short description will appear giving the consumer more information about the farm and the source of their food.
Portland Stair Mural
A stair mural at the Sunset Transit Center in SW Portland/Beaverton would be Instagram-able for millennials, which would increase brand visibility and awareness as more people share photos of it.
Bus Shelters and Bus Wrap
These TriMet bus shelter ads and wraps would be seen by many busy, urban millennial consumers. People often make their food choices based on convenience instead of health, but now they can get good groceries delivered to their door and know it comes from high quality sources.
Oregon State Fair
The Oregon State Fair is an excellent opportunity to reach those who value local products. In addition to the pop-up, MilkRun will provide the first 500 visitors with reusable bags that include informational sheets and refrigerator magnets.
Portland Wall Mural
Millennials value novel out of home experiences. A wall mural placed in trendy areas of Portland, like the Pearl District, would grab their attention on their way to Stumptown or Powell’s. Having people share the pictures they take here would make MilkRun into a local household name.
Partner With Salt & Straw
Salt and Straw is an ice cream chain that is a unique staple to Portland culture. Since Salt and Straw uses local ingredients, MilkRun could partner with them to have a seasonal ice cream flavor.
Account Manager: Alex Bogage
Media Planner: Emily Cline
AD: Ashlee Eakin
Strategist: Nick Giani
CW: Hilary Smith
Strategist: Drew Vandenbroeder
All / Bang & Olufsen / Call of Duty: Warzone / Hilton Social / New Balance / Amazon Prime Video / MilkRun / Topo Chico / Dory Fishing Fleet / LA Chargers x Sports Clips / Whole Foods / Laguna Surf & Sport / M&M's