The a2 Milk Company has unveiled a new brand platform, 'Only a2 Will Do', which promotes the benefits of consuming a2 Milk, a product naturally free from A1 protein.

The first campaign under this new platform, 'Tough Tummies', emphasises a2 Milk's natural absence of the A1 protein found in most conventional milk. This campaign marks the first work by creative agency BMF since winning the account.

'Tough Tummies' will be rolled out across TV, OOH, social, and programmatic. The campaign features real 'tough tummies', celebrating how individuals can thrive with a2 Milk. a2 Milk is real milk from cows that naturally produce only the A2 protein and no A1, which may negatively impact digestive comfort for some people.

"A2 Milk is real milk from carefully selected cows that naturally produce only the A2 protein and no A1. It is the A1 protein found in most milk today that may negatively impact digestive comfort for some people. We wanted to feature real tummies, ‘Tough Tummies’, to celebrate how we can thrive with a2 Milk," The a2 Milk Company CMO, Edith Bailey, said.

Creative Director at BMF Australia, Harry Stanford, added to the emphasis on real-world engagement.

"a2 Milk may be beneficial for some people who are sensitive to the A1 protein, so seeing the world from a tummy’s view was the perfect way to launch our new long idea. A whole range of authentic Aussie tummies living their best lives," he added.