Arla BOB (Best of Both) Milk is a brand new fat free milk which tastes as good as semi-skimmed, meaning an end to compromise for milk drinkers! To make BOB, Arla use a simple process that takes naturally occurring milk protein and carefully adds it back in. Sporting a yellow-top, it’s a little ray of sunshine in the dairy aisle.
Wild Card were tasked with amplifying BOB’s Brighton outdoor activation ‘bringing joy to the grey everyday’. So on Monday 29th February, taking advantage of an extra spring day – we leapt into action and surprised Brightoners with an installation of 14 yellow and white cow sculptures on the iconic beach promenade.
As Brighton swimmers emerged from the water from their morning dip, the team greeted them with a lovely cuppa made brilliantly with BOB. Local kids came to play with the cows on their way to school and passers by stopped in their tracks to greet the unsuspected herd.
As set out, the cows caused a splash in the media achieving coverage in; The Times (404,155) featuring a local boy playing with the cows, Brighton and Hove News featuring the swimmers and an explanation on how the new milk launched by Arla is made in The Brighton Argus, detailing the experiential activity. Social media generated included Juice FM Brighton’s popular radio station, BN1 Magazine, Inside Sussex, LoveBrighton and Brighton & Hove council.
Total PR reach for the Brighton activation is over 650k to date.