CHALLENGE

Plant-based milk was booming, but most shoppers weren’t checking labels. Reality is, most of them contain a list of shockingly bad ingredients like gums, oils, and fillers. To win, MALK Organics had to convince people that less ingredients really means more. So we reframed the conversation by asking people to turn their bottles around before buying.

DOOR NO. 3 SERVICES

+ Brand Strategy

+ Performance Media

+ Full-Funnel Creative

ROI

+ 325 %

BRAND AWARENESS

+ 400 %

BRAND RECALL

+ 100 %

KEY ATTRIBUTE

+ 26 %

QUARTERLY SALES

INSIGHT

Shoppers don’t just want another alternative milk. They want to feel good about what’s inside. We needed to prove that “plant-based” doesn’t mean “packed with fillers.” The truth: Once people see the difference, they can’t unsee it.

 

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Magazine ad for MALK, shows ad on field of gray

CREATIVE + MEDIA SOLUTION

Media:

We engineered a smart, scale-ready strategy:

  • Partnered with Whole Foods as the exclusive retailer.
  • Narrowed targeting to verified buyers of competitive milks through Amazon.
  • Made a bold first impression with non-skippable OTT ads, then layered in cost-efficient CPM channels to increase frequency and impact.
  • Optimized every step of the way to maximize ROI.

Creative:

The #TurnItAround campaign flipped consumer assumptions on their head. By dramatizing the hidden ingredients in other brands, we gave MALK a stage to claim its clean-label advantage. Messaging was simple, direct, and impossible to ignore: what you don’t see on the label matters most.

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IMPACT

The #TurnItAround campaign successfully elevated MALK Organics' brand presence and sales: 

  • 325% Increase in Brand Awareness: More consumers became aware of MALK Organics and their commitment to clean-label products.
  • 400% Increase in Brand Recall: The campaign left a lasting impression, significantly boosting brand recall among target audiences.
  • 100% Increase in Key Attribute Awareness: Consumers became more aware of the importance of checking ingredients in plant-based milk.
  • 26% Increase in Quarterly Sales: The campaign drove a substantial increase in sales, proving the effectiveness of the targeted strategy.
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Quote

“Everyone on our Board of Directors is so enthusiastic in their praise for how Door No. 3 brought this campaign to life. The work you do and the results you deliver are consistently best-in-class.”

 

- VP of Marketing, MALK Organics

Malk Organics

KNOCKOUT PUNCH

The #TurnItAround campaign by Door No. 3 successfully addressed a critical consumer misconception, driving significant improvements in brand awareness, recall, and sales for MALK Organics. By leveraging targeted media and a compelling message, Door No. 3 helped MALK Organics solidify its position as a leader in the clean-label plant-based milk market.