Richmond Ice Cream is fattening up the summer advertising budget for its low-fat Skinny Cow brand, with a new £2.5m campaign spanning TV and women&’s glossy magazines.
TV activity, which hits screens next week and runs until the end of July, is aimed at building a fun, irreverent image. The strapline ‘Like ice cream, love Skinny Cow’, targets women aged 18 to 34.
Sampling activity in the form of a branded ice cream ‘Cow-a-van’ is touring the country throughout the summer, visiting London’s Covent Garden and the Bull Ring in Birmingham. A ‘cow shed’ tent will offer consumers the chance to try the products and treat themselves to a relaxing treatment such as a mini-massage or manicure.
Skinny Cow has already made a dent in the UK’s healthier ice cream sector, since launching in January 2004, and it leads the sector. The brand experienced a sales increase of 248% in the latest year [ACNielsen 52
w/e 1 October, 2006].