Dig secures a2 Milk social and content account, will work alongside BMF

Independent creative agency Dig has been appointed to handle the social media and content account for a2 Milk, following a competitive pitch process.

Dig Agency confirmed to Mediaweek that, with this win, it will work alongside a2 Milk's existing creative agency, BMF, which launched its first campaign for the brand in April – Only a2 Will Do.

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"It’s exciting to be partnering with the team at The a2 Milk Company, to build on the 'tough tummies' campaign and great work they’re doing," said Pete Cerny, chief strategy officer at Dig.

"It is an incredible brand with a real point of difference, and we look forward to elevating that difference through a2 Milk’s digital and social content experience."

The a2 Milk Company head of marketing for ANZ, Lou Tomkins, added: "Leveraging the power of social channels to tell the a2 Milk story is a critical enabler of future growth.

"Dig were able to demonstrate that they clearly understand our business objectives and opportunities we have and showed that they can deliver through their combination of strategic solutions, backed by an experienced team.”

In March, a2 Milk appointed Omnicom’s Resolution Digital as its dedicated global website agency. Last year, the company tapped This is Flow to manage its media planning and buying.

This news follows a series of wins for Dig, which also secured Australian Pork, Bulla, and Bendigo Bank as clients in the past year.

Dig and Bendigo Bank recently debuted the bank's first major brand campaign since 2018, Bigger for You, reinforcing  Bendigo's position as a challenger to the major banks.

In June, the agency launched new work for Australian Pork, introducing a new character, Ramón Jamón.

See also:
Bendigo Bank launches first major brand campaign in over five years via Dig
Dig launches brand campaign for Australian Pork with Ramón Jamón