Convenience Store Chain Responds to Actress's Milk Shortage Complaint with Creative Delivery
Translated & summarized from Ice by baba
Actress Maya Wertheimer's Instagram posts about a frustrating search for dairy products led to a surprise delivery from am:pm convenience stores. The chain sent a humorous letter and a large order of dairy, calling it a response to the "milk crisis." This is the latest in a series of creative marketing campaigns by am:pm, developed by McCann, that leverage everyday issues.
The story in 5 lines · by baba
- Actress Maya Wertheimer's search for dairy products resulted in a surprise delivery from am:pm.
- The convenience store chain sent a humorous letter referencing a "milk crisis of 2026."
- Wertheimer praised am:pm's "genius creative" response on Instagram.
- The campaign was developed by the advertising agency McCann.
- am:pm has previously used creative marketing, like offering free socks and moving boxes.
Actress Maya Wertheimer, who is pregnant, documented her frustrating search for dairy products in various supermarkets on Instagram, describing it as a "treasure hunt." She noted shortages not only in the stores she visited but also in others.
Several hours later, Wertheimer received an unexpected delivery of dairy products from the am:pm convenience store chain, which was not among the stores she had complained about. The delivery included a personal letter titled "The Milk Crisis of 2026," humorously acknowledging the "disturbing report" of her empty-handed search and initially considering it "fake news."
Wertheimer shared her surprise and delight with her followers, initially thinking the order was not for her. She clarified it was not an advertisement and praised am:pm's "genius creative" approach. The chain stated they wanted to "do a small thing that would make her happy."
This is not the first time am:pm has used everyday problems for marketing. In the winter of 2025, they placed free dry socks at bus stops in Tel Aviv for those caught in the rain. In the same year, they launched a campaign called "Don't Buy a Box, Adopt a Box," encouraging customers to collect free moving boxes from their stores, a campaign that won a gold award.
The creative campaigns for am:pm, including the socks and box adoption initiatives, were developed by the advertising agency McCann. The article also notes that dairy product shortages have occurred previously in Israel, citing disruptions in Tnuva's distribution system for cottage cheese, white cheese, and yogurts in the summer, and further shortages during the holidays due to reduced production days.