Retire cows now

Switching to alternative milk could let 10,000 cows retire and finally follow their true passions.

"Find Your Cow's Passion" Digital Activation

Concept

An interactive digital quiz inviting consumers to discover their "inner retired cow" and its new passion. This activation directly brings to life the campaign's core message: "Rude Health is helping 10,000 cows retire early every year," by allowing users to playfully connect with the idea of cows pursuing fulfilling post-dairy lives.

Mechanics

  1. QR Code/URL on Packaging & Ads: Rude Health milk cartons and digital ads will feature a clear call-to-action "Find Your Cow's Passion! Scan Here / Visit pensionplan.co.uk").

  2. Engaging Quiz: Users answer a series of fun, lighthearted questions about their own preferences or quirks : "Are you an early riser or a night owl?", "Beach vacation or mountain retreat?", "What's your go-to relaxation activity?"

  3. Personalized Result: Based on their answers, users are matched with one of the "retired cow" characters from the campaign posters, complete with a New Yorker-style graphic of their cow pursuing its unique passion

    "You're Bessie, a budding abstract painter!"

    "Meet Mildred, mastering her downward dog!"

    "You're Clara, finding peace in competitive birdwatching!"

Plus a special wacky design to remember the cows by

It might be a hard switch for those obsessed with dairy, so Rude Health makes a special packaging where people are forced to milk it out like the good ol’ days.

Squeeze the milk right out and enjoy.