Skinny Cow kicks off A-list campaign

Ice-cream brand Skinny Cow is launching an integrated campaign allowing consumers the chance to win an A-lister's lifestyle.

The campaign was put together by Rise Communications, whose work in creating the brand was highly commended in the 2007 Marketing Society Awards for Best New Brand.

Rise Communications has developed a promotional strategy for the Skinny Cow brand in the key sales season for ice-cream.

A total of 25 prizes have been sourced, for an incredible instant win with purchase giveaway.

The prizes include an invite to a VIP Oscars party in LA, a trip to Milan to create your own made-to-measure designer gown, a WAGS weekend in Dubai, a 'Sex and The City' style holiday and shopping spree in New York and many more once-in-a-lifetime experiences.

The theme for the promotion was arrived at following research via the Skinny Cow website's database of registered users.

Rise Communications spotted that the most popular types of prizes with users were those that gave a taste of the lifestyle of the stars, and worked with digital sister agency Contented to build the promotional site around this theme.

The campaign is communicated by advertorials in women's magazines, from starry spreads in the gossip weeklies to the Skinny Cow's own column in Glamour magazine.

Press and digital advertising as well as on- and offline PR and PoS will further support the new campaign.

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