Developed in partnership with creative agency Bakery, the campaign breaks from category conventions. Instead of leaning into traditional health-forward messaging, the work treats milk with the same reverence typically reserved for fine wine. The result is a playful, sophisticated reframe of what flavoured milk can be.

The launch includes three comical 15-second spots that present Promised Land Dairy milk as a refined, decadent beverage – perfect for everyday moments that are anything but glamorous. In ‘Spa Day,’ a woman appears to be relaxing in a luxury sauna while sipping milk – until the camera pulls back to reveal she’s actually standing in a chaotic kitchen, mid-chores. A cheeky voiceover cuts in: ‘Rich, decadent milk. Fancy?’ before landing on a chilled bottle of Promised Land.

In ‘Country Club,’ a man lines up a golf shot on a makeshift backyard course – complete with patchy grass and folding chairs – while drinking chocolate milk like it’s top-shelf whiskey. And in ‘Five Star Resort,’ a woman basks in the sun with a goblet of milk in hand, channelling luxury vacation vibes… until it’s revealed she’s lounging in a backyard blow-up pool.