Last year, Milo triggered the debate on whether Milo is best hot or cold. This year, it’s going even deeper into Milo passion. #TheMILOCup asks people to submit their best Milo recipe. The campaign by Ogilvy Sydney, Red Havas and UM will crown Australia’s best-made Milo, the recipe printed on a limited edition run of the famous Milo tin. The Milo making ritual is different for everyone and often passed down through generations.

#TheMILOCup, which features across TV and social media, was launched by Red Havas with Milo aficionado and Australian comedian, Dave ‘Hughesy’ Hughes sharing his unique Milo creation (plant- based Milo mixed with soy milk and finished with a pinch of salt) and calling on Aussies to share how they Milo, by tagging #TheMILOCup.

Hughesy will announce the competition finalists on July 15 and #TheMILOCup winner will be officially crowned on July 20.

Nestlé dairy business manager, Anna Stewart, stated, “Milo fans are incredibly passionate about how they enjoy their MILO and last year we learnt Aussies most enjoyed theirs cold, thanks to a nationwide poll.

“This year, we’ve teamed up again with our agency partners Ogilvy Sydney, Red Havas and UM to build on last year’s campaign and dig deeper to uncover how Milo-lovers enjoy their daily scoops. We know it’s very personal and subjective to individual tastebuds, so we’re calling on fans to share unique and creative ways they make it. We can then celebrate Australia’s best made Milo and crown the winner of #TheMILOCup.”

Ogilvy creative director, Andrew Hankin, added,“People are fiercely passionate about their Milo, so giving them a platform to share the smart, interesting and downright bizarre MILO hacks and creations feels like a great way to celebrate a much-loved Aussie icon.”

Enter here. Entries close on Tuesday July 6.

Credits:
Client: Nestlé (Milo)
Business Manager: Anna Stewart 
Marketing Manager: Kristie Cull
Brand Content Manager: Charleen Hughes 
Brand PR Manager: Lauren Lecordier

Media: UM
Group Director: Angela Swayne
Senior Client Director: Alice Duong
Planning Manager: Blake Solomonson

PR: Red Havas
Practice Head: Rema Babakhan
Senior Account Director: Ourhai Turkhan
Senior Account Manager: Andrea Philipps

Creative Agency: Ogilvy Sydney
Creative Director: Andrew Hankin 
Copywriter: Jake Ausburn
Art Director: Tom MacPhail
Strategy Director: Rachel Pool
Group Account Director: Damien Pashby 
Senior Account Director: Matt Richards 
Account Manager: Natalia Fallas 
Executive Producer: Rob Spencer 
Producer: Tom Scarcella 

Production: Ogilvy
Sound: Song Zu