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Calcium Bites for Moo-ving Kids

Ozi Choice is an Australian milk powder and milk vitamin supplement brand with a competitive presence in the Chinese market. The brand approached Starship to help create and manage a campaign that would support the launch of their milk-based calcium snack product "Milky Bites” into 400+ Coles stores nationwide. With no current awareness of Milky Bites in the Australian market, Starship developed a marketing strategy that would drive a strong initial desire for the product and that could be rolled out across multiple online and offline touchpoints, as well as leveraged in the Asian market.


We developed a creative direction that hero'ed Milky Bites' unique product features (its small size and fun shape) and that could appeal to both fussy 3+ kids and their parents. Playful elements were incorporated into all pieces of artwork and successfully brought the packaging design to life. Key supporting messages centred around Milky Bites being a source of calcium allowed us to communicate directly with the buying consumer.

With characters featured on the packaging for each Milky Bites flavour, Starship built comprehensive “superhero” style personas for these characters, labelling them collectively as the "Moo Crew". We then created a suite of content to support the campaign launch including a brand video (using children, cows and animation no less!), billboard design, a range of social media ads, and a bespoke Milky Bites landing page to house info on Milky Bites, character profiles, a dynamic kids game, the list of Coles stockists and more.

Collateral was seeded across multiple digital channels after building a paid media strategy that focused on product awareness and generating landing page traffic from the target demographic. Digital channels included search engine marketing, Facebook and Instagram ads, influencer promotion and Youtube pre-roll ads. The landing page was a vital destination from online ads; working in tandem with a strong “Available at Coles” call to action, to help prompt brand recall at the point of purchase in Coles stores.

In-store POS and street roaming giveaways targeted outside Coles stockists in key geographical suburbs were also activated to similarly inspire sales as close to the tills as possible.

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We lifted weekly website traffic to the Ozi Choice website by 518% during the campaign period. Measured against industry benchmarks, the campaign also achieved 3 million more impressions than estimated, due to optimising the creative and targeting of ads attentively. 1.8 million engagements on digital ads and 1.7 million video views to 100% completion were also recorded.
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