• Peta

    Could you stomach this?

Problem

Struggling to change public attitude to cow's milk.

Insight

1 in 4 households buy nut milk, but don't associate with animal cruelty.

Results

12m

Total Views

100k

Social Media Shares

6.3%

Engagement Rate

Solution

We used humour and the genuine horror of the public to highlight how strange it is to drink the milk of another mammal. If you drink cow’s milk, then why not dog’s? This campaign successfully transcended PETA’s core support, bounding straight into the public consciousness with its tail wagging and its teets for all to see.

More Work