Robert Wiseman Dairies is launching a GBP1m (US$1.6m) TV campaign for its 1% fat milk brand, ‘the One’.
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Running from 18 November, the campaign stars “highflying” purple and white cows and a farmer, who together run ‘the One’ dairy – taking out the fat, but keeping in the taste of the 1% fat milk, the company said.
The animated campaign is expected to boost sales of ‘the One’, which grew by 40% last year, Wiseman said
The campaign follows the introduction of new purple labelling under the line: ‘Pick up the purple. The easy way to get less fat in your life.’
“The One is Britain’s biggest 1% fat milk brand, and with living well and living better at the forefront of consumers minds, this is a product for the moment,” said Sandy Wilkie, Wiseman’s sales and marketing director.
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By GlobalData“1% fat milk is now regarded as the fourth fresh milk category and ‘the One’ is being positioned alongside skimmed, semi-skimmed and whole milk on the shelves.
