DALLAS The Richards Group is breaking its first ad campaign for Shamrock Farms, a client the agency won in a review last fall.
Shamrock Farms, one of the largest dairies in the Southwest, is based in Phoenix. The campaign that began Monday includes a series of new radio spots and outdoor boards that introduces and provides a voice for Roxie, Shamrock Farms' spokescow who appears on all the packaging.
Sandy Kelly, director of marketing for Shamrock Farms, said the campaign "drives home the message that we are committed to providing our customers only the finest farm fresh products from our real dairy farm with 10,000 cows."
Shamrock Farms spent $500,000 on measured media in 2004 and $700,000 through September 2005, per TNS Media Intelligence.
The radio portion of the campaign includes six 60-second spots that all feature Roxie "Chewing the Cud," the agency said. In one ad, "Wisconsin," Roxie hosts a radio talk show expressing her disdain at the notion that Arizona dairy could somehow be inferior to dairy from Wisconsin. Each spot uses Shamrock's existing tagline, "Real farm. Real fresh." The work will air in the Phoenix and Tucson, Ariz., markets.
Graphics on billboards and delivery fleet trucks feature Roxie speaking her mind via a quote bubble. One bubble reads: "Even 2% milk gets 110% effort." Another reads: "Want it fresher? Grab a stool and a pail."
"We really want to bring out the fun and loveable personality of Shamrock Farms," said Chris Smith, creative director and copywriter at Richards.
In addition to Smith, the campaign's creative team includes art directors Dean Oram and Lynn Fredericksen.
Richards, based in Dallas, is one of the nation's largest independent ad agencies.