First of all, I really like those ads where the actual product is not shown (and just to be fair, there are some fabulous ones where it is shown:)
In this case, they take a step back from the end-product, the milk and show where it comes from: the cow.
The copy brilliantly features a USP: “the only supermarket” and then explains the benefit for the customer: where the fresh milk comes from to his table.
At the same time, it is a great example of brand building and responsible behaviour without explicitly saying it.
marketingcappuccino 