The return of the milkman?

Now here’s an interesting bit of repositioning: Milk & More.

So what’s been the course of events:

  • The milkman used to deliver to your door every day.
  • Convenience stores started selling milk at lower prices than the milkman.
  • Supermarkets started selling milk at much lower prices than the milkman.
  • Milk roundsmen see their business in decline.
  • Tesco, Sainsbury’s, Ocado et al deliver milk and everything else they sell to your door.
  • Milk & More go on television with a swanky ad for the re-born milkman delivering groceries from a milk float.

The thing is the new milkman still looks like the expensive option. Correct me if I’m wrong.

Anyway, here is the advert which I quite like:

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