BMP DDB is launching a national TV campaign to support the launch of Cravendale PurFiltre, the Arla Foods milk which lasts for up to a week after it has been opened.
The humorous campaign is based on the idea of cows wanting to steal their milk back because it tastes so good. A 40-second commercial, 'pursuit', shows a shopper who has been forced to walk home after a herd of cows has disabled his car. The herd follows the man back to his house and plans an attack to steal his Cravendale milk.
A voiceover says: 'Cravendale PurFiltre is no ordinary milk. Cravendale is filtered to make it purer.' It ends with the strapline: 'So good, the cows want it back.'
The milk lasts so long because of a filtration process similar to that employed by ice beer. The process filters out more of the bacteria that cause milk to sour.
Claire Huntington, senior brand manager of Cravendale PurFiltre, said: 'It seems that consumers are rediscovering the pleasure of drinking milk once more. Cravendale PurFiltre is creating interest in an otherwise staid sector.'
The campaign was written by Mike Kaplan and art directed by Tim Charlesworth.
It was directed by Jason Smith through the Artists Company. Media is through Carat.