Our challenge was to create a promotion to increase sales of Fonterra’s range of foodservice dairy products – aimed at commercial chefs working in pubs and clubs around Australia. With the knowledge that a simple instant cash win offer would appeal strongly to the target audience, ‘Milk the Cash Cow’ was born. By purchasing certain products, chefs qualified to milk the cashed-up cow by playing a simple online game with the chance to win eftpos cards instantly, or go into the second chance draw for $5000. The swagger and appeal of our smooth, blinged-up cow (known internally as ‘Lactoya’ ) made the promotion a great success. Udderly amazing!