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.