the brief.

Milk and dairy brand Pauls has supported Foodbank for the past 20 years, but their donations had never been communicated to consumers or media.  In 2018 they asked us to amplify the partnership, ensuring Australians understood that by purchasing Pauls, they were supporting others in need.

the humann. idea.

By using timely Foodbank research that showed two thirds of children were going to school without breakfast, Pauls called on Australian families to eat breakfast together again.

Teaming up with a celebrity mum, the social-first campaign #BreakfastWithPauls, was amplified by our robust media strategy, which included national research into Australian family breakfast habits, content creation, influencer program and partnership with Airbnb Experiences for a consumer competition.

the results.

  • Exceeded KPIs by 400% 
  • National coverage across TV, radio, news and lifestyle media