CAMPAIGN DIARY: Holy cow! Leeds shop shows vested interest in protecting bovines

By MAIRI CLARK, campaignlive.co.uk, Friday, 19 December 1997 12:00AM

When you’re all tucking in to your Christmas dinners next week, spare a thought for the animal you’re devouring. It is this guilt that the Vegetarian Society is hoping to harness with an innovative ambient media campaign now running in Leeds.

When you’re all tucking in to your Christmas dinners next week,

spare a thought for the animal you’re devouring. It is this guilt that

the Vegetarian Society is hoping to harness with an innovative ambient

media campaign now running in Leeds.



Poulters has created the campaign using live cows sporting rather

stylish string vests. We know it sounds strange but read on and all will

become clear.



The Advertising Standards Authority shouldn’t have a problem with this

one, even though it found the society’s press ads by OgilvyOne featuring

cancer scars a bit hard to stomach.



Three posters featuring the cows carry slogans such as ’Help’, ’Psst,

vegetarian cookery courses’ and a frightening list of the ingredients of

a cow, including antibiotics, worming agents and the dreaded e-coli. The

telephone number of the Vegetarian Society’s Manchester office appears

at the bottom of the posters.



We understand Poulters was faced with a struggle in getting a farmer to

agree to let his cows be used for something that, if we’re honest, aims

to put him out of business. Luckily they managed to find a kindly

vegetarian farmer (Is there such a thing? - Ed) who was willing to lend

the ad guys a friendly bovine.



Only then did they stumble across the difficulties of fitting a string

vest to a 30-stone cow



This article was first published on campaignlive.co.uk

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