NEW YORK Elsie the Cow, one of the most recognized brand icons in retailing, will make a comeback as the main attraction in the first national print campaign mounted by Borden.
The summer-long "Bring Elsie home" print and promotional campaign, from Zipatoni in St. Louis, marks the first real effort to build on one of the brand's best-known equities by the Dairy Farmers of America, a cooperative of 23,000 dairy farmers who produce the milk that is used in Borden cheese.
Print breaks next month and will target moms concerned about their children's calcium intake. The ad shows two grinning kids and a large image of Elsie. Copy reads: "Borden cheese, where wholesome meets yummy." The campaign will appear in titles such as Family Circle, Woman's Day, Good Housekeeping and Better Homes and Gardens.
Print also touts a mail-in consumer promotion that aims to reintroduce Elsie to a younger audience. Borden will invite the public to adopt a real cow at Elsie.com. Consumers will get confirmation of their adoption, a name, information about their favorite cheese and other fun facts. They will receive periodic e-mails regarding their adopted cow.
"Borden is Elsie, truly the essence of the brand and the company," said Barbara Hershfelt, Zipatoni account director. "We're thrilled to work on bringing home Elsie to the hearts and minds of a new generation of consumers and infuse energy to the Borden brand."