Department Of Dairy-Related Wholesome Affairs

DDRWA

Services

Details

Client: DDRWA
Date: November 10 2017

51 pieces of coverage
1,560,000 coverage views
185,000 social shares

Project overview

The Brief

The Department of Dairy-Related Wholesome Affairs (DDRWA) was created to launch a national campaign advertising wholesome dairy products, in a bid to win back those who are abandoning dairy products and going vegan. A spoof recruitment video was designed to announce six fun and interesting job roles that people could genuinely apply for and needed serious cut-through

The Idea

The 72Point team was on-hand to ensure mass coverage across national and regional publications for the Department of Dairy-Related Wholesome Affairs (DDRWA) to support the company’s search for a new Minister of Milk, two Directors of Cheese (for both hard and soft cheese, naturally), Chief Yoghurt Officer, Ice Cream Cone-isseur and Head of Butter.

The Result

The project was picked up by an incredible 51 national news publications across traditional and digital media including UNILAD, Metro, The Mirror, The Sun, generating over 1.85million social shares and even landing on top recruitment sites.

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Coverage

Print Coverage 
The Daily Star

Online Coverage 

The Daily Mirror
The Sun
The Metro
Mena FN
UniLAD
Recruiter
Metro Radio
Bristol Post