Creativity

Food & Wine Becomes 'Food & Milk' in Campaign for the California Milk Processors Board

Stunt Is Part of 'Food Loves Milk' Effort by Goodby Silverstein & Partners

By Alexandra Jardine. Published on Nov 17, 2017

Editor's Pick

"Food & Wine" magazine changes its name to "Food & Milk" this week in a cover wrap stunt by the California Milk Processors Board.

The ad is part of the ongoing "Food Loves Milk" campaign, by Goodby Silverstein & Partners, which highlights milk's versatility and ability to complement a range of flavors, from savory to spicy to sweet.

To bring this idea to life, GS&P created a cover wrap identical to the classic Food & Wine cover, but with milk as the star. Shot glass-size servings of milk are placed in a holiday-party setting and paired with bite-size snacks.There are also additional executions on the inside front cover and inside back cover of those copies of the magazine exclusively designated for California Food & Wine subscribers.

"When I was shown this idea, I thought it was brilliant but doomed," says Jeff Goodby, GS&P's co- founder and co-chairman. "Would Food & Wine ever let us do this? They would! They did!"

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Credits

Date
Nov 17, 2017
Agency:
Goodby Silverstein & Partners
Client:
California Milk Processors Board
Co-Chairperson:
Jeff Goodby
Partner:
Jeff Goodby
Copywriter:
Jo Cresswell
Art Director:
Sian Coole
Director of Production:
Margaret Brett-Kearns
Producer:
Alisa Latvala
Photographer:
Sue Tallon
Food Stylist:
Kim Kissling
Styling:
Thea Chalmers
Prepress:
Pacific Digital Image
President:
Derek Robson
Partner:
Derek Robson
Account Director:
Cassi Norman
Account Manager:
Olivia Mullen
Group Brand Strategy Director:
Kelly Evans-Pfeifer
Brand Strategist:
Gabriella Dishotsky
Director of Communications Strategy:
Christine Chen
Partner:
Christine Chen
Communications Strategy Director:
Nicole Richards
Communications Strategist:
Christina Rhee
Business Affairs Manager:
Heidi Killeen

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