Invented a fictional alt-Milk brand that went viral
Milk has faced decades of decline and dwindling cultural relevance. There was intense competition from a whole new category claiming to be Milk. We wanted to highlight that there’s only one OG: Real Milk. To create conversation and debate, we created a fictional alt-Milk called Wood Milk, with a famous co-founder, Aubrey Plaza.
Built one of the fastest growing loyalty programs in history
Our mission was to evolve and innovate the CRM and Loyalty program. We started with an extensive re-design and then we opened the Rewards Exchange – a store to let members redeem for food and gear. And finally, we built an "extras" platform reward and incentivize behavior like digital ordering or multiple visits to the same restaurant.
8 32M
GROWTH IN
MEMBERSHIP BASE
28.7m
REWARD REDEMPTIONS
724%
KEY CAMPAIGN ROI
