Milkrun, the Woolworths-backed grocery delivery service, has launched a new marketing campaign aimed at accelerating its growth in the competitive rapid delivery sector. The campaign, developed by creative agency Double Woo, features John Pearce of The Wiggles, known as the Hot Wiggle, and includes a sponsorship partnership with the television show Big Brother, which returned to Australian screens on Monday.
The brand’s new platform, titled “Can’t Leave? Milkrun it,” seeks to position the service as a convenient solution for quick grocery delivery, targeting consumers looking for fast and easy access to everyday essentials. Milkrun currently operates nationally, offering more than 20,000 products delivered within approximately 35 minutes in over 3,000 suburbs.
Karen Hurwitz, Milkrun’s general manager of commercial marketing and partnerships, said the company has set ambitious goals to increase its unprompted brand awareness by 10 percent as it competes with larger rivals such as Uber Eats and DoorDash. While she declined to disclose specific sales or user numbers, Hurwitz noted that hundreds of thousands of people access the app each week.
The campaign combines television advertising, digital, and social media initiatives. The Big Brother sponsorship aims to connect with younger audiences, while the use of Pearce in a humorous film portrays him isolated at home, relying on Milkrun for deliveries amid fan disruptions. Hurwitz described this dual approach as targeting complementary but incremental audience segments to broaden brand reach.
“Our customers are looking for easy solutions, especially quick delivery of groceries,” Hurwitz said. “Customer demand is obvious in this space. They want things faster and faster. This part of the market is only going to continue to grow.”
Milkrun’s strategy focuses on establishing itself as a convenient “top-up” grocery option, differentiating from competitors that tend to promote impulse purchases and single-item orders. Hurwitz indicated confidence in the campaign’s potential to build brand recognition and support the company’s expansion plans beyond its rapid suburban growth.
The marketing rollout initiates this year with plans to extend the creative platform into 2027. This push comes amid intensified competition, with DoorDash recently securing a major sponsorship of the Australian Open, and Uber launching a new brand campaign under the platform “Phew,” both supported by substantial marketing investments.