milkadamia
Challenge
Milkadamia came to Geletka+ with a need: a digital presence bold enough to match its visionary product line. What started as a website redesign quickly evolved into a multi-year partnership touching nearly every part of the brand, from digital infrastructure to breakthrough influencer programs to an always-on content machine.
Solution
This wasn’t just a creative retainer. It was a growth partnership. Together, we helped transform milkadamia from a quiet plant-based challenger into a vibrant lifestyle brand. One that could compete on shelf, in feed, and in culture.
Over multiple years, our partnership with milkadamia transformed its digital presence, fueled consistent content production, and helped the brand claim a distinctive place in the plant-based space.
We didn’t just support growth. We helped spark it.
How We Got Started
From roots to retail, Milkadamia needed a digital home equal to its ambition.
In 2020, milkadamia was already a fast-growing, much-loved brand. Then the world shut down. Suddenly, shelf-stable milk wasn’t just an amazing thing to drink, it was a necessity. Demand spiked, and so did the need for a digital presence that could keep up. We retooled, re-architected, and redesigned the site for mobile and speed.
Then we launched the brand’s first direct-to-consumer store with a fully integrated subscription model, crafted intuitive checkout flows to turn browsers into buyers, and built out their first email marketing program.
Along the way we cleaned up the story, made the experience fun and easy to use, and supported it all with a new social strategy powered by custom content, photography, and video. Through lockdowns and beyond, we showed up at the client's office every week, pushing the brand forward, and when the world opened back up, milkadamia was ready to meet it.
Digital Foundations & D2C Launch
We designed a new mobile experience, cleaned up desktop and lauched the D2C business
Here’s how we built the foundation for milkadamia’s digital future:
- Mobile-first, SEO-optimized WordPress site
- First-ever D2C store with subscription model
- Streamlined UX and checkout flows
- Social strategy with custom content, photo, and video
- Email marketing program from segmentation to send
Modern Campaigns & Influencer Programs
Just One Taste
During the pandemic, milkadamia’s in-store sampling plans were moot, the brand turned to us and our friends at Kuzma with a challenge: find a new way to let people experience Milkadamia for the very first time.
Together, we built Just One Taste, a campaign that combined Kuzma’s bold creative with our digital execution. We developed the website and user experience, while Kuzma concepted and produced the mystery box tastings. The premise was simple but irresistible: Would you take just one taste of whatever’s in this box? Boxes were shipped out under strict safety protocols, and participants joined live video tastings to try milkadamia for the first time.
As the client put it: “This turned out to be the most fun we had during the pandemic.”
Modern Micro Influencers
Micro-Influencer Program
We built milkadamia’s first-ever micro-influencer program from scracth. It was soup to nuts program that included everything from design to operations on the Creator.co platform. What started with 10 creators quickly scaled to over 1,000, generating more than $10 million in impressions and expanding the brand’s reach well beyond paid and national campaigns. These lifestyle-driven voices gave Milkadamia an authentic edge, complementing big campaign moments like The Last Glass with empathy, credibility, and scale.
Tradigital Influencers
Chef Bill Kim Collaboration
We partnered with celebrated chef Bill Kim to bring culinary credibility and a new dimension of flavor to milkadamia. Together we co-hosted six events that fused his signature recipes with the brand, creating memorable experiences and original content along the way.
From custom recipes and video to social storytelling and web exclusives, the partnership extended across channels and gave milkadamia a chef-driven voice that resonated with food lovers everywhere.
Original Video & Photography
Foodservice
The Real milkadamia Story
We co-wrote, produced, shot, edited, and delivered a spot that told the real business story of Milkadamia with heart. Shot in Galena in a single day, the film captured the brand’s resilience and ambition in a way that felt authentic and human. The result was a piece that hit with investors, resonated across the industry, and from a production standpoint came out beautifully.
Product Launch
Introducing Milk Tea & Coffee Latte
Together with the milkadamia team , we brought tje Milk Tea & Coffee Latte line to market. From packaging design to D2C and digital strategy, we built the GTM plan and carried it through social media, content, and events.
We collaborated on every detail, showed up in person for activations, and helped make sure the product entered the market with both style and momentum.
Swag
Social Media
For two years we ran all of milkadamia’s social and digital content, building a presence that matched the brand’s voice and ambition. We managed core Instagram with a monthly calendar tied directly to strategy, producing original art and illustration that stood out in the feed. We worked hand-in-hand with the executive team to keep the story sharp, the message consistent, and the content evolving month by month.
The results were clear. Followers grew by 20 percent and engagement jumped 40 percent. We integrated brand storytelling with influencer content, creating a blended approach that drove reach and credibility. And as the platforms shifted, we moved just as fast—pivoting to a video-first model and launching a reels campaign that pushed milkadamia further into culture and conversation.
Impact
- Launched a D2C business from scratch
- Built a modern micro-influencer program that from $10mm in impressions
- Grew followers by 20% and increased engagement rate by 40%
- Brought 5 new products to market
Credits
Christina Downey, John Geletka, Jim Richards, Kristian Vasquez, Paul Kuzma, Dahlia Hanin, Lori Amos, Jim Amos, Sabrina Siegal, Alexa Heitzman, Jack Connor, Joe Wangler, Richard O'Donnell