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By The Drum Team | Editorial

October 9, 2012 | 1 min read

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.

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BETC London

BETC London is a premium creative agency in the business of attraction. Building brand value for their clients, attracting people to their brands. Since opening its doors in June 2011, BETC London is one of London’s leading young creative agencies, attracting both international brands such as Bacardi, Ibis and Diet Coke and local classic British brands such as Cow & Gate.

BETC London is the first agency in a global micro-network established by the renowned French agency BETC. BETC Paris, founded in 1994, is the leading, largest and most awarded agency in France.


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