Vacationing cows promote soymilk
By Adnews Staff
SoyaWorld of Burnaby, BC has begun a campaign to increase the popularity of So Good soymilk among mainstream Canadian consumers. Promotional workers dressed as "cows on vacation" began walking the streets of Toronto yesterday, embodying the conceit that the increasing consumption of soymilk had given them time to take a vacation from dairy production. Seventeen cow characters wearing Hawaiian shirts and carrying cameras will visit Toronto tourist locations such as the Eaton Centre and the CN Tower during the campaign. They will tell pedestrians why they are in the city and invite them to an event on Feb. 24 at Dundas Square featuring tiki bars, beach volleyball and live music. The cows will also distribute So Good coupons and direct consumers to a website at <http://www.cowsonvacation.com> where they can enter a draw for a trip to Mexico. "We wanted to create a fun, memorable campaign for consumers that would reach out and disrupt their everyday routine in a positive way, make them laugh, and take a gentle poke at our competition," said Daniel Derrick, marketing manager for So Good. These direct-to-consumer marketing activities are being managed by Inventa. During the week of Feb. 21, 30-second radio ads on Toronto stations will promote the Dundas Square event. These were produced by Saatchi & Saatchi Drum. Media management and public relations are being handled by Argyle Rowland Communications.