‘Brave’ Y&R idea in a shop near you today

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No, of course it’s not real breast milk – it’s the cows’ milk that funds the cure for breast cancer and it’s available nationwide from today.

The specially packaged Lewis Rd Creamery Blue Top Milk for Breast Cancer Cure contributes 20c from the sale of every 1.5 litre bottle directly to the researchers who work tirelessly to create a future free of the fear of breast cancer for New Zealand women.

“New Zealand has one of the highest rates of incidence and the third highest death rate from breast cancer in the western world,” says Breast Cancer Cure general manager Phillipa Green. “However, a cure is within reach we just need the funds to support the most outstanding and visionary research and researchers in New Zealand.

“Bold and brave ideas like Breast Milk are a fantastic way for us to raise money and awareness of our goals and to bring us closer to finding a cure.”

The idea was conceived by Y&R NZ for Breast Cancer Cure who collaborated with Lewis Rd Creamery to make it a reality.

“Breast Cancer Cure are brilliantly single-minded in their mission – to find ways to fund research into a cure for breast cancer,” said the press release, quoting Y&R creative team behind the idea – Kate Lill & Zoe Edwards.

“Breast Milk is designed to provide the organisation with a constant stream of revenue whilst keeping the goal of finding a cure top of mind.

“We’re asking Kiwis to simply switch from their current blue top brand to Lewis Rd Creamery’s Breast Milk for three months and in doing so fund the cure every time they purchase.”

Y&R CDs Guy Denniston & Gavin Sakimoto said (via the release): “It’s a pleasure to work with such a no-nonsense and utterly transparent organisation such as Breast Cancer Cure and we’re delighted that brave brands like Lewis Rd Creamery totally get the power of a great idea.

“Introducing one to the other proved to be a master stroke and a great collaboration is the result.”

Both the agency and Breast Cancer Cure say they have been overwhelmed by the immediate and positive public response to the campaign, which went live today.

Here is a selection of supportive comments taken from Lewis Rd Creamery’s Facebook feed this morning:

  • “I am a male but over the years I have seen the suffering breast cancer can cause. What a great thing to do, Lewis Road Creamery; ignore the negative reports, I am just so glad to see someone doing something that will make people take notice.”
  • “Brilliant idea not only marketing wise, but fundraising for such a worthy cause! Ignore the critics, people are WAYYYY too easily offended these days, yet I’m sure that (God forbid) if any of them got diagnosed with breast cancer, they’d be the first to want the fundraising to continue. Such an awesome worthy cause. Good on you guys!”
  • “Yes brilliant idea. Well done Lewis Road Creamery good for you. I didn’t know about it either and will buy it too.”
  • “Storm in a D cup”
  • “Thank you for this initiative! In ref to news reports this morning that some women are offended by this campaign – I breastfeed my children but I’m not offended. We need to find a cure for this disease that impacts so many of us in one way or another.”

Breast Milk will be available until September and the campaign will be supported through social media channels and earned media.

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