Icas lands Skinny Cow ice cream job

Richmond Ice Cream is preparing a PR drive to increase the market share of its low-fat Skinny Cow brand.

It has hired Icas PR to replace three-year incumbent Golley Slater on a brief that also includes its Fab, Mr Men, Milky Bar and Fruit Pastilles brands.

But the main focus is to increase the market share of the Skinny Cow range from two to five per cent.

Icas MD Carl Courtney said the agency would continue the tone of current marketing activity, which includes 'humorous' advertising and an advertorial-style Skinny Cow Diary in women's glossies.

'We will also be targeting food writers on women's, food, national and regional titles for Skinny Cow, and parenting magazines for the Mr Men and Milky Bar brands,' he added.

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