MilkPEP x Panini

Milk had a perception problem. Not a product problem.

While performance beverages rewrote the conversation around what you put in your body, milk stayed silent. Make the Trade was built to change that, repositioning dairy as a high-performance beverage for active families by doing something nobody expected: making it collectible.

Partnering with Panini, the campaign gave consumers exclusive athlete-inspired NFT trading cards, unlocked by scanning QR codes right there in the aisle.

As the copywriter on this campaign, I owned every consumer touchpoint: in-store signage, carton copy, QR scan prompts, NFT card descriptions, and website copy, pulling a shopper from a grocery aisle into a digital experience without losing them.

The result? A 24% increase in incremental milk purchases and over 633 million milk media impressions, for a category that had been losing cultural ground for years.

Turning an everyday grocery decision into something collectible, modern, and worth trading for.