To coincide with the 25th anniversary of Dublin city's millennium, Premier Milk appointed Walsh:PR to help drive awareness of MyMilkman.ie, a dedicated team of milkmen delivering fresh dairy produce to Dubliners’ doorsteps every morning.
Our challenge was to trigger nostalgia about the milkman and start a conversation that got Dubliners' reminiscing about Dublin in the 80’s. MyMilkman.ie also required us to promote the added dimension of an online ordering service, enabling customers to manage, change and pay for their order online.
We devised a communications campaign that combined research, online and offline media relations tactics and celebrity engagement with an 80's themed photocall. The result was extensive print media coverage, interviews and mentions on national broadcast media and online commentary and imagery.
As well as promoting the convenience and benefits of the contemporary online service offering through MyMilkman.ie, the campaign also re-invigorated the traditional concept of the doorstep delivery and successfully placed the Milkman back on to centre stage.
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