Skinny Cow rolls out indulgent new year campaign

Richmond Foods’ premium low-fat ice-cream brand Skinny Cow is rolling out a new-year campaign that bucks the trend for diets, detoxing and healthy living by encouraging consumers to indulge.

 Richmond Foods’ premium low-fat ice-cream brand Skinny Cow is rolling out a new-year campaign that bucks the trend for diets, detoxing and healthy living by encouraging consumers to indulge.

It is launching an online new-year calendar, which mimics an advent calendar and aims to brighten the traditionally miserable month of January by offering consumers a daily treat.

The calendar, created by brand agency Rise Communications, will give site visitors the chance to win a luxurious or pampering gift to make January more bearable. The creative incorporate the brand’s communication messages of different “cows”, offering treats for a “poor cow”, “lazy cow”, “lucky cow” and so on.

The calendar is part of a wider digital strategy for Skinny Cow, which has also been devised by Rise.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here