Cow & Gate campaign centres around 'feeding their personalities' philosophy

A TV campaign for Cow & Gate, that aims to be ‘category defining’, has been created by BETC London.

The advert ‘Supergroup’ aims to convey the brand’s point of view that what matters most for young children is ‘feeding their personalities’, which is the central philosophy for the campaign.

The theme is planned to run through a series of through-the-line activity for the brand.

Andrew Stirk, head of planning for BETC London explained: “The exciting opportunity strategically was to work with Cow & Gate to redefine the category and the contribution the brand seeks to make, not just through its products but its wide range of services."

The TV advert was directed by Jim Field Smith from RSA and features a cover of ‘Come on Eileen’, the track originally by Dexy’s Midnight Runners.

A 40 second version of the advert will run from today (9 October), while a 30 second version will follow, and a two-minute advert will run in cinema and through YouTube.

Supporting activity will include further TV, print and digital work rolling out in late October.