Milka Christmas Brand Campaign

The Problem

In Germany’s crowded Christmas market, Milka’s share was under threat from private-label bargains and louder seasonal competitors.

The Brief

Lead Milka back into the hearts and budgets of Germans with a vivid expression of the brand’s belief in human tenderness.

The Creative Solution

An ode to the unsung heroes of Xmas in which the sharing of Milka becomes a way of giving back to those who give us the most.

Milka Biscuits

The Problem

Milka is losing the biscuit battle - drowning in a wall of snacks.

The Brief

Increase the brand’s mental and physical shelf space by tying them to moments people genuinely care about.

The Creative Solution

We reframed biscuit breaks as a ritual of connection.

Drawing on the French idea of the goûter, we positioned Milka Biscuits as tender pauses in the day that bring us closer, even when life pulls us apart.

Our hero film told the story of two brothers bonding over attic “cookie time.” It sparked a series of playful “How-To” social clips showing families easy ways to turn snack breaks into shared rituals.