From Rangiora to the World: The a2 Milk Campaign

The small but dynamic team at MoMac continues to make an impact in the world of big brand marketing.

The Rangiora-based creative agency has recently completed a large-scale international imagery campaign for The a2 Milk Company.

MoMac Operations Manager Merrin said the campaign aimed to create consumer imagery that showcased a diverse range of people enjoying various a2 Milk™ products.

“The main goal of the imagery campaign was to showcase diverse, relatable families that would appeal to international markets. The focus was on families with a mix of ethnicities, featuring a range of ages from toddlers to teenagers.

“The goals were to create a homey yet premium feel, with a neutral colour palette, natural lighting, and a connection to the outdoors, incorporating wood, stone and natural fibres to complete the overall look. It was vital to a2™ that the location was universal.”

This was MoMac’s first major international campaign, and the team are incredibly proud of what they accomplished in just two days of shooting, Merrin said.

“Weeks of planning went into finding the perfect locations and talent, and alongside the team at a2™, we managed every detail. From location scouting, talent selection, contracts, and communications to assembling the crew and bringing in specialised professionals, along with catering and wardrobe.

“Finding the right house at the start of winter was tricky, as there weren’t many green spaces, but luckily the weather cooperated, and the outdoor shots had that warm, inviting vibe they were aiming for. Every aspect had to align perfectly, and we were thrilled with the results.”

The a2 Milk Company Group Head of Brand Andy Disley, who travelled from Australia with his team for the shoot, is equally thrilled with the results.

“We were delighted with the outcome of the project and the brand assets that were created. The a2 Milk Company is a proud New Zealand company and many of our key farms and manufacturing partners are based in the Canterbury region, so we have shot many projects in that region and will do so again in the future.”

The imagery is now being used across various touchpoints and markets, including the company’s Annual Report, corporate and consumer websites, and internal communications in Australia, New Zealand, China, Vietnam, and the USA.

“Our product range differs by region, so we needed to find an efficient solution that enabled all of our products to be showcased without creating unnecessary complexity. It has been great to have a range of high-quality, flexible assets for our marketing and other teams to utilise.”

Andy said he would not hesitate to recommend MoMac to anyone looking for “an expert, collaborative photography partner”.

“The team at MoMac was a pleasure to work with. They were a team of experienced professionals but also a bunch of friendly, approachable people who were eager to collaborate with us to deliver a great outcome. Despite being the owner of the business, Ryan [MacDonald] was always intimately involved in our projects. While his team was equally capable, I always found his commitment to personally seeing our projects through to delivery very reassuring.”

For Merrin, the experience working with The a2 Milk Company is one she will never forget.

“It gave us the opportunity to showcase what we are capable of, and where we can go and expand into this area. We are a little agency with the capabilities of the larger ones. Our creative team has vast knowledge and expertise in all areas. We may be small, but we create impact.”

To find out how MoMac can help you with your global and local imagery needs, request a quote at www.momac.co.nz/quote or call 03 310 7705.