Savour more in fairlife's new campaign

fairlife is launching a new campaign that spotlights the ritual of enjoying a milk moment. 

This campaign invites consumers to rethink milk and shift the perception that all milk tastes the same.

The campaign highlights how fairlife’s richer taste and enhanced nutrition elevate daily rituals and shared moments with loved ones. To crystalise this strategy, the campaign tells the stories of the milk moments consumers engage with most often: slow motion pours over a bowl of cereal; the ultra-close up product macro shot of a creamy plume of coffee; and the delicious satisfaction of a glass of chocolate milk.

Developed in partnership with its creative agency of record, Doner, the work arrives as fairlife continues its momentum as the fastest growing value added dairy brand, surpassing legacy competitors and becoming the category leader in 2025 and the #1 most trusted value added dairy brand. Four :15 spots sit at the centre of the “Savor More” campaign. 

“For many, fairlife is part of their daily life and that trust and loyalty isn’t something we take for granted,” said Rohini Pandita, Vice President, Brand Marketing at fairlife. “This work brings that insight to life by spotlighting the great taste and nutrition behind consumers’ love for the brand, showing fairlife in expanded milk occasions and how it makes everyday dairy moments meaningfully better.”

“One of the best things we can do as marketers is spotlight the important role a brand plays in a consumer’s life and routine,” said David DeMuth, CEO Doner. 

“This work for fairlife puts a focus on that role and how the brand is part of a daily ritual supporting nutrition and doing something rewarding for yourself.”