To promote Music Choice, a digital music TV station, Lexis PR sprayed its logo onto a herd of poor Friesians, whose only crime was chewing the cud on a road approaching the site.
The press release described the stunt, which former Happy Mondays star Bez was also promoting, as 'innovative', an extravagant claim given that cows have been branded many times before, notably in Beer Davies's 1996 work for Ben & Jerry's. B&Js, now promoted by Revolver Communications, has moved on to PR pastures new.
Just last month, Revolver organised the 'B&Js Toe Wrestling Championships', part of what agency joint MD Martin Ballantine describes as 'part of our triumvirate of nutty B&Js world championships'. He adds: 'Branding cows is so passe. If you want to milk the publicity (groan), toe-wrestling's where it's at.'