For those who know milk
promised land dairy

Social. influencer. stunt. Digital Content.
brand strategy. creative rebrand.

We turned the milkman into the original influencer—giving Promised Land Dairy authority in a category driven by noise.

CHALLENGE: How does Promised Land Dairy stand out on social in a category dominated by legacy brands like Nesquik, Nestlé, and TruMoo—where attention is driven by discounts, not differentiation?

IDEA: If anyone knows milk, it’s the milkman. So we reintroduced him—not as a relic, but as a new kind of authority: the original influencer.

We transformed milkmen into “Milk-fluencers”—using them to both celebrate the product and parody influencer culture from the inside.

EXECUTION: Milk-fluencers became the voice of the brand across social—delivering content that blended product passion with influencer satire.

We built a high-volume content engine—concepting and producing 155 posts across Instagram, Facebook, and Pinterest.

IMPACT:
10.7% average engagement rate (vs. 3–4% category benchmark)
1.4K new followers—the brand’s highest growth to date within eight months

social refresh

Stunt and Influencer Campaign 

We brought back the milkman—when people needed him most.

CHALLENGE: How does Promised Land Dairy reach consumers when they can’t—or won’t—leave home?

IDEA: When people couldn’t go to the store, we brought the store to them—by doing what milkmen have always done best.

We reintroduced the milkman as a modern delivery system—bringing the brand directly to doorsteps when it mattered most.

DETAILS: Milkmen delivered Promised Land Dairy directly to neighborhoods across Dallas—turning a nostalgic role into a real-time solution.

Local creators documented and amplified the deliveries—extending the experience beyond the doorstep and into social feeds.
 
Impact
55% of reach came from non-followers—expanding beyond the existing audience
12% engagement rate (up from 5%), nearly 3x previous campaigns
Up to 5x higher than industry benchmarks (2–4%)