Happy Cows Case
Emily Adcock
1 April 2014
BUS 467
Happy Cows Case
1. I think it has been so successful because this new campaign shifted the focus from the product (cheese) to the company. People weren’t simply buying cheese anymore; they were buying cheese because they knew it was made in their home state of California.
2. It could be used to identify natural cheese made in California from California milk. The seal has been placed on all applicable cheese packages, in all forms of advertising, on all Real California Cheese Coupons and point-of-sale materials, and even on restaurant menus and table tents. I think this made a difference in the program because it gave them a sense of legitimacy and it gave customers something to look at, remember, and trust.
3. RCC developed the “Happy Cows” campaign, ensuring that customers knew the cheese they were eating came from cows that were well cared for, giving them personal/moral satisfaction. They were also humorous. A big constraint the advertising agency had to work around was the ability to satisfy multiple media channels while upholding their personality. TV ads established the brands personality, eventually giving way to the ability to effectively reach customers via channels such as the radio and the internet. The personality that the agency created is a comfortable, yet humorous personality. The pros and cons of this advertising approach are that you emotionally appeal to the customers, but in doing that you want to make sure they you communicate an effective message about your product, which is hard to do with this type of advertising campaign. I believe this campaign could be continued indefinitely because they have created company mascots with their advertising cows that they could continue to use in future ad campaigns.
4. Product sampling is good because people can try and see if they like it they like the cheese, than they can buy it if they do. Trade shows connects them and gets them in with the food service industry.
1 April 2014
BUS 467
Happy Cows Case
1. I think it has been so successful because this new campaign shifted the focus from the product (cheese) to the company. People weren’t simply buying cheese anymore; they were buying cheese because they knew it was made in their home state of California.
2. It could be used to identify natural cheese made in California from California milk. The seal has been placed on all applicable cheese packages, in all forms of advertising, on all Real California Cheese Coupons and point-of-sale materials, and even on restaurant menus and table tents. I think this made a difference in the program because it gave them a sense of legitimacy and it gave customers something to look at, remember, and trust.
3. RCC developed the “Happy Cows” campaign, ensuring that customers knew the cheese they were eating came from cows that were well cared for, giving them personal/moral satisfaction. They were also humorous. A big constraint the advertising agency had to work around was the ability to satisfy multiple media channels while upholding their personality. TV ads established the brands personality, eventually giving way to the ability to effectively reach customers via channels such as the radio and the internet. The personality that the agency created is a comfortable, yet humorous personality. The pros and cons of this advertising approach are that you emotionally appeal to the customers, but in doing that you want to make sure they you communicate an effective message about your product, which is hard to do with this type of advertising campaign. I believe this campaign could be continued indefinitely because they have created company mascots with their advertising cows that they could continue to use in future ad campaigns.
4. Product sampling is good because people can try and see if they like it they like the cheese, than they can buy it if they do. Trade shows connects them and gets them in with the food service industry.