Brownes Dairy and MITP Agency work up a sweat for CHILL +Protein out of home campaign

Brownes Dairy and MITP Agency have launched the brand’s new high-protein products via a new outdoor campaign, with bus stop placements spanning across the greater Perth area.

The new design, with the supersized products, is designed to attract the eye to the colour scheme of the carton, with concise text focusing on the primary selling points for maximum effect with minimal word count.

The campaign was launched alongside digital content by MITP Agency with Boon Shiva-Black, who has a strong audience association with CHILL following the success of the MITP-made content for Iced Coffee CHILL, Choc CHILL and Spearmint Shake-n-Shake.

“We wanted to give our loyal CHILL fans a high-protein option that stays true to the brand they love,” said Brownes Junior Brand Manager, Samantha Fischer. “Working with MITP and Ooh! on this campaign has been a great experience — seeing the CHILL tone of voice come to life across both static and digital has been so much fun! The creativity behind this launch has been really refreshing, and we can’t wait to share it with all the CHILL and protein lovers out there!”

Patrick Ball, MITP Agency’s Creative Director, said: “Our ongoing collaboration with the incredible team at Brownes has enabled us to keep flexing our creative muscles and elevate their campaign experiences in both the digital and physical spaces.”

Chris Toh, Ooh! Media Senior Business Manager, said: “We thoroughly enjoyed working with Brownes on this campaign to launch their new CHILL +Protein range. By strategically placing ads across our Street Furniture assets, Brownes is perfectly positioned to build brand awareness near supermarkets and independent stockists, engaging commuters and reaching customers at a crucial point on their path to purchase.”