Cravendale are doing some great work at the moment! They have just realise an new viral / microsite http://www.makethetea.com/ I really like the campaign idea around "milk that matters!" the TV was done by W+K. Am sure you have all seen the TV execution, which in itself has created quite a storm, and has been taken onto social media sites such as Facebook where quite a bit of interest is gathering http://www.facebook.com/pages/Cravendale-Milk-TV-Ads/8255968305?ref=s
What I really like about this site and the campaign creative execution, it is around the age old consumer problem of who makes the tea. This site attempts to provide the perfect solution, whilst reinforcing the comms positioning of "Milk that matters", and nurturing a tea drinking sub community.
Very simple, but very engaging overall, and a very nice way of getting you're audience to recruit and spread / reinforce the ATL brand message for you!
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