NP handles PR for Richmond Ice Cream, which has just released its latest brand of 'low-fat indulgence ice cream' called Skinny Cow.
And before you could say 'moo', the NP team that looks after the account renamed itself 'The NP Skinny Cows'.
Talk about following the herd.
With all those delicious freebies... all those pounds building up... all those buttons popping... surely skinny is the wrong adjective?
But NP chief exec Nick Brown defends its decision.
'(They) like being referred to as the NP Skinny Cows,' he says, adding, 'That's client devotion for you.' Er, yes.
Now there's devotion, and there's indulgence, and then there's both together.
Let's hope they don't get fat.