Brownes Dairy and MITP Agency launch ‘It’s a W.A. Thing’ spearmint shake campaign

In the latest content series for Brownes Shake’n’Shake, MITP Agency tapped into the WA pride and West Aussie idiosyncrasies to show their love for the state and its most iconic milk flavour, Spearmint.

For West Aussies, the spearmint taste has been a divisive staple for generations, as well as a point of confusion for visitors from interstate. With the flavour perfectly representing how differently WA does things, the team at MITP leaned into as many WA-isms as they could fit into 3 short content executions.

With the help of local Perth talent Boon Shiva-Black, MITP, and Brownes Dairy celebrated the recent release of the new Spearmint Shake’n’Shake with a high energy and hilarious content series that even the Spearmint Milk deniers can appreciate.

Content that exudes a sense of carefree fun always strikes a chord with audiences, with the three pieces garnering 45k views and 1600 post engagements on Instagram alone since release.

Andrew Douglas, Head of Digital at Brownes Dairy, said: “We knew right away that the MITP team were onto a winner by leaning into the fact Spearmint Milk isn’t easily available elsewhere in Australia. With Boonie, our talent, on board we were confident the team was going to deliver something funny, engaging and fit for the right platforms to reach our customers. We’ve been laughing along with this work from the start.”

Alex Paioff said: “The Chill audiences appreciate a good laugh and with the trust of the Brownes Dairy team we were able to live the meme-dream and make this campaign as weird as possible. The reach and engagement speaks for itself.”

Credits
Agency: MITP Agency
Creative Direction: Alex Paioff
Producer: Courtney Dagasso
Videographer/ Editor: Tay Kaka
Camera Assistant: Kaleb Woodward
Art Direction/ Scripting: Dave Gardiner
Art Direciton/ Design: Patrick Ball
Production Assistant: Sara Ferrara
Talent: Boon Shiiva Blac
Client: Brownes Dairy
General Manager of Marketing: Rebecca Smith
Head of Digital: Andrew Douglas
Brand Managers: Sanita Sarich & Jake Calabrese