Otis Spunkmeyer sent a Request for Proposal to us as they searched for a new agency to take on their business. They requested that agencies provide them with “scrappy” ideas that would help drive the demand for more Otis Spunkmeyer cookies on university campuses. I led the pitch with a crazy idea — one of those where they moment they say, “Yes,” scares you when you have to figure out to make it happen. The idea? Create a “mascot” of a glass of milk who was searching for his perfect mate. We then developed a strategy that would urge college students to as their universities to offer more Otis Spunkmeyer cookies. We got hired and the next thing I knew, we were figuring out how to make a milk mascot costume and hiring talent for videos.
My art director partner and I oversaw the production of a series of videos that told the story of Single Milk, a lonely yet optimistic glass of milk who asks students to help him find someone sweet. The website encouraged students to request Otis Spunkmeyer cookies on their university campuses so that sales people had the data to prove to dining service directors that there was demand for their products.
We also helped create a portable cookie mobile that traveled to college campuses across America in support of the campaign. Our Single Milk mascot was successful in creating more demand for all Otis Spunkmeyer products.