MALK Organics
Turn It Around
Background
Most people assume they’re making a healthy choice simply by choosing to drink plant-based milk — totally unaware that most of them are packed with gums, fillers, and oils. MALK keeps it clean. With just a few simple, organic ingredients and nothing to hide, the Turn It Around campaign invites consumers to do what most brands fear: flip the carton, read the label, and taste the difference.
To bring these spots to life, we recreated grocery store and kitchen sets in-studio using an LED volume wall. Partnering closely with our production team, we generated realistic, high-quality environments — without the cost of shooting on-location.
To find out if people really care what’s in their plant-based milks, we built a live activation at a local Austin farmer’s market and invited shoppers to compare ingredient labels side-by-side. Their reactions told us everything:
THE RESULT
325%
Increase in brand awareness
400%
Increase in brand recall
26.7%
Increase in sales
Director: Berndt Mader
ECD: Noah Davis
ACD (Art): Devin Hilgenkamp
Sr. Art Director: Kevin Bush
Copywriter: Rachel Weller
