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Will honesty sell milk?

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AustAsia Food, the main distributors of Greenfields milk, has launched a regional campaign for the latter, positioning it as 'honest milk'.The campaign broke over the weekend in Singapore and will be running for the rest of the year on mediums such as print, online and OOH.The work, which runs under the brand slogan of ‘Honest Milk', promotes the story of Greenfields' integrated farm, aiming to highlight the quality of the product.The campaign was created by Mangham Gaxiola, which Greenfields' appointed earlier in February for the brand's regional campaign. It has also just appointed Briq as its media agency of record.Jim Goh, founder and CEO of Briq, told Marketing that the appointment is a long term commitment.While the agencies declined to comment on the markets that the campaign will be breaking in, Marketing understands that ManghamGaxiola was charged with developing holistic brand work and campaigns for Greenfields milk in regional markets such as Indonesia, Singapore, Hong Kong and Malaysia.Jan Gert Vistisen, head of marketing & sales for AustAsia Food added, "We are very confident that Greenfields as a fresh milk product provides great nutrition and freshness which our loyal consumers appreciate. This is the reason why we decided to launch our campaign to further build Greenfields' brand awareness."

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