With sales at an unprecedented low, we needed to create urgency around people picking up milk on their way home. We targeted peak shopping and commute times on the radio and in supermarkets.

“Seeds of doubt” toys with our naturally doubting minds, questioning how SURE we are that we have enough milk. After all, how can we know what’s going on in our homes when we’re not there? Can we be sure our fridges are stocked? Can we be sure of ANYTHING?