Send a Cow | Press office
Every year Bath-based charity Send a Cow creates an alternative Christmas catalogue, with gifts like chickens, vegetable patches and a local cow that people can buy for poverty-stricken families living in Africa.
To showcase the fantastic gifts on offer, Cow collaborated with Send a Cow to create the world’s first Christmas jumper… for a cow. Replacing the traditional jumper pattern of snowmen or crackers, the stylish garment was knitted to showcase the gifts in the catalogue, in a drive to sell over 20,000 virtual presents with a difference.
We commissioned arts and crafts specialist Elise Hurcombe to create the designs for a custom-fit Christmas jumper for Gloria the cow, a purebred Jersey cow from Devon. Sizing was based on one of Gloria’s winter coats, and it was created to fit with Velcro straps so the cow wasn’t uncomfortable.
As no strangers to some world-class cow puns, it was great to see the old favourites springing up around this festive story in the national press, including the Daily Mail print, Mail Online, Newsround, First News (bagging the front page of the paper, as well as this tremendous online piece) and The Mirror Online.
We also saw Gloria and the Christmas gifts being talked about by Kate Garraway on Good Morning Britain and it was even the source of much mirth on Have I Got News For You in the picture capture round. Not bad for a cow in a jumper.
Overall the campaign featured in 78 reports, more than double the target, and it even prompted one generous person to donate £25,000 to the cause.