The product, developed by Australian brand a2 Milk, is designed for people who suffer from milk protein intolerance.
Most cows' milk contains A2 and A1 protein types, the latter having been linked to a range of digestive problems. However, a2 Milk's product comes from specially bred dairy cows that produce milk containing only the A2 protein.
A2 Milk has hired Kindred to devise a comms strategy as part of a low six-figure PR brief, with advertising, social media and digital work completing the £3m budget.
A central part of the brief will be a media relations campaign targeting women aged 25 to 45, with a focus on mums and families.
The brief includes regional media relations around some of the factories that produce the milk in the UK, alongside social media activities and advice with regard to comms with retailers and the dairy industry.