Skinny Cow, the great tasting, premium low fat ice cream, is running it first ever TV campaign created by VCCP. The campaign spend is £1.5 million with an overall communication expenditure of £2.5m.
There are two 20 second commercials which will run across major terrestrial and satellite channels and both feature voice-overs by Sara Cox, the Radio One presenter. Sara Cox voice-overs succinctly encapsulate each ad with either ‘ooh messy cow’ or ‘ooh cheeky cow’. The low fat element is implicit rather than explicit – it’s a bonus. Clare McIntosh, Marketing Director of Richmond Ice Cream, says: “In fact, the low fat element and name of the product leads to a much cheekier tone of voice that debunks the seriousness of indulgent foods in general.”
Messy Cow
The ad opens with a sophisticated women seated in a minimalist apartment. As we move in closer we see she’s relaxing in a fabulous white tailored suit and is eating some delicious looking ice cream. One lump of ice cream falls off her spoon and hits the lapel of her perfect jacket she doesn’t even notice as she is so engrossed in the ice cream. At this point a voice-over (Sara Cox) says ‘ooh messy cow’. It ends with a pack shot showing the Skinny Cow tub and we hear the strap line - ‘Like ice cream, love Skinny Cow’.
Cheeky Cow
This time we see two young women, both looking incredibly stylish, reclining on sun loungers with a view of the city and coastline in the background. One is eating ice cream and the other appears to be asleep. As we move in to see more of the girl eating the ice cream her friend comes into view and sneakily eats the ice cream right off her friend’s spoon, as which point we hear Sara Cox say ‘ooh Cheeky Cow’. It then cuts to a pack shot and we hear ‘Like ice cream, love skinny cow’.
Ian Priest, Founding Partner of VCCP says: “the campaign launches Skinny Cow into the indulgent premium ice cream market, yet with a cheeky twist to set it apart and signal its unique difference.”
Skinny Cow was initially launched in Asda but is now stocked by all the major multiples. It is the only low fat ice cream in the premium sector which means it has all the great taste of leading brands such as Ben &Jerry’s and Haagen Dazs, but with much less fat.
The creative team from VCCP was John Donnelly and John Peacock, the director was Vaughan Arnell and the production was through Pagan. Media planning was handled by Rise.
Ends
For more information contact Torie Wilkinson at VCCP on 020 7592 9331 or visit www.vccp.com
