Dig Agency Named Lead Creative for a2 Milk Lactose Free
Dig Agency won a competitive pitch to lead creative work on The a2 Milk Company's Lactose Free range campaign in Australia.
Updated on Nov. 4, 2026 in Advertising
Dig Agency has been appointed lead creative agency for The a2 Milk Company's a2 Milk Lactose Free campaign following a competitive pitch process. The new campaign, covering the next chapter of the lactose free range in Australia, is in development and is set to launch in February 2027.
Why it matters
The appointment sets the creative direction for how the a2 Milk Lactose Free range is presented to Australian shoppers ahead of its planned launch. It also signals the brand's continued investment in marketing its lactose free product line.
No financial or campaign figures were disclosed in the announcement. The campaign's budget and the number of agencies that pitched have not been made public.
The players
The a2 Milk Company
The a2 Milk Company is an Australian-listed dairy company that markets milk products sold on the premise of containing only the A2 beta-casein protein.
Dig Agency
Dig Agency is an Australian creative agency that won the lead creative role on the a2 Milk Lactose Free campaign through a competitive pitch.
The details
Dig Agency was selected through a competitive pitch process to become lead creative agency for the a2 Milk Lactose Free campaign. The partnership will cover the next chapter of the lactose free range in Australia, with the campaign currently in development.
Timeline
February 2027: The a2 Milk Lactose Free campaign is scheduled to launch.
Market Landscape
The appointment places The a2 Milk Company's lactose free range within a competitive Australian dairy market where dedicated lactose free lines have become a growing segment. Investing in a dedicated creative agency for the range signals the company is treating it as a distinct product rather than an add-on.
For Australian shoppers who buy lactose free dairy, the campaign may change how the a2 Milk Lactose Free range is presented on shelves and in advertising from February 2027. The campaign itself does not change product pricing or availability.
The takeaway
Brands investing in dedicated agencies for niche product lines show how specialised ranges are being marketed as distinct offerings. Readers tracking dairy marketing can watch how the February 2027 launch is positioned.
What happens next
The a2 Milk Lactose Free campaign is set to launch in February 2027, when the creative work developed with Dig Agency is expected to reach audiences.
Further reading
Explore more Advertising news in Australia to see how brands are shaping campaigns in the local market.
