Under the slogan ‘Not so easy lately – thanks, Mum/Dad, especially now!’ growth consultancy &US has developed a new Milka campaign for Milka Austria and Germany for Mother’s and Father’s Day, which responds to the challenging situation of many parents in times of the coronavirus pandemic. Teleworking, homeschooling, lack of day care… With the outbreak of the coronavirus and the resulting measures, Austria’s parents have been even more challenged than usual. So, it’s especially important to say ‘thank you’ this year. “The slogan ‘Not so easy lately – Thanks Mum/Dad, especially now!’ refers to the challenges that coronavirus has created for many parents. Mothers and fathers are doing great things for their children right now,” says Michael Heine, creative director and partner at &US, explaining the background to the Mother and Father’s Day campaign developed together with Milka Austria and Germany. With various videos in social media channels, the current everyday situation is dramatised with the slogan ‘Thank you. Say it with Milka’ chocolates’.
The Milka brand is part of many people’s lives. Especially in challenging times, it’s essential that a strong, traditional brand like Milka recognises this and shows solidarity.
Managing Partner of &US
Picture: Posting_Mother’s Day © Mondelez_and-us