The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

November 20, 2008 | 1 min read

Robert Wiseman Dairies has launched a new television campaign created by Glasgow based agency Merle for its 1% fat milk range of The One.

The 30 second TV advert features entirely animated cows which were produced by Axis Animations.

The campaign was written by Merle’s creative directors Stuart Anderson and John Dean featuring flying purple cows.

Anderson commented: “we've used animation for two reasons. One, futuristic flying cows don't exist, and two, the approach suits what is a genuinely innovative and distinctive brand.”

The advertising will run for four weeks in November on thirty-eight satellite and cable channels across Sky, ITV and Virgin, as well as in press. It is supported by a high-end direct marketing push to key trade members.

Diane Lurie, director of brand strategy, said: “The One is pretty much a perfect product, offering consumers the semi-skimmed taste they want while helping them reduce their fat intake. It really is win-win – something that’s all too rare nowaday.”

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