AUCKLAND, Today: New Zealand, a nation traditionally fueled by cow’s milk, is facing a dairy revolution led by Boring Oat Milk in their latest campaign, Quit the Tit. This initiative encourages Kiwis to transition from cow’s milk to Boring Oat Milk, challenging the norm in a country deeply rooted in dairy.
The campaign introduces a four-step program aiding Kiwi adults in gradually shifting away from bovine breast milk. The Quit Kit, distributed to new customers, facilitates the transition by providing a taste of life beyond the tit. The method involves blending cow’s milk with oat milk, progressively reducing the ratio until complete cessation.
“Quit the Tit aims to make the transition to Boring easy.”
Beyond the Quit Kits, the extensive campaign includes Out-of-Home (OOH) displays and satirical testimonial videos from former tit addicts, guiding viewers to QuitTheTit.com, where they can secure a free Quit Kit.
Jessie Beasley, Head of Brand at Boring Oat Milk, emphasizes the campaign’s approach, stating, “Quit the Tit aims to make the transition to Boring easy. The Quit Kit program allows cow milk drinkers to gradually embrace oat milk, discovering its equally, if not more, delightful taste.”
As Quit Kits fly off the shelves, Boring Oat Milk inches closer to weaning the entire nation off the tit. The month-long campaign marks a significant step in reshaping New Zealand’s dairy landscape.
CREDITS
Client: Boring Oat Milk
Head of Brands: Jessie Beasley
Agency / Production: Motion Sickness
Director: Matt Eastwood
Executive Creative Director: Sam Stuchbury
Copywriter: Andrew Hathaway
Art Director: Kelly France
Head Of Strategy: Hilary Ngan Kee
Strategist: Chelsea Knowles
Account Director: Radd Nadesananthan
Head of Production: Joseph McAlpine
Designer: Nick Jamieson
Editor: Damian Golfinopoulos
Editor: Jolin Lee
Photographer: Finn Cochran
Grade : Julian Dyson
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