When it comes to perfect pairs, milk and extreme sports probably aren’t the first things that come to mind. But that unlikely combo is the star of the new #BonesLoveMilk campaign from California Milk Processor Board (CMPB) and United Collective, a communications group.
The social and grassroots initiative, developed by Gallegos United, leverages extreme sports professionals, experiential activations, social media and digital components to reach the tween target demographic.
The #BonesLoveMilk team partnered with professional BMX riders and skateboarders Kilian Martin, Andrew Cast, Garret Hill, Sean Ricany and Eric Lichtenberger for a day of epic “freestyle deliveries” featuring insane tricks while delivering the delicious combo of milk and pizza. In addition to being delivered by professional riders, the pizzas were packaged in boxes featuring original #BonesLoveMilk artwork by Matt Cantrell.
Client: California Milk Processing Board
Agency: United Collective/Gallegos United