Bountiful Cow

We rounded off our latest Tequila Rose campaign by doing something truly different: taking over Manchester with our inaugural Pink Gala.   To celebrate the original brand, we turned the city pink with OOH and projections across the city, paired with a unique partnership with Gaydio to provide fans with an unmissable opportunity to attend the gala.

The day we turned Manchester not red, not blue, but pink 💗 check out LBBonline - Little Black Book's view on Tequila Rose's Pink Gala via the link below

Hello, and welcome back to Relative Advantage Heroes, our series where we talk all about Relative Advantage, Bountiful Cow’s very own method of growing a brand by finding the clear spaces in audiences, media and culture that competitors have missed. We’ll forgive you for missing out on the women’s 1500m short-track speed-skating final in the Youth Winter Olympic Games this previous February – but Chinese speed-skater Yang Jingru’s victory was such a perfect example of Relative Advantage, we’re simply had to resurface it. Conventionally, the unspoken rules of speed-skating carried down through years and years of competitions meant that everyone did the same thing during a game. Conserving energy was crucial, meaning you’d start the first few laps slow and steady along with the rest of the competitors. Then, towards the middle laps, you’d begin to get into position, trying to break out from the rest of the pack to sprint on your last laps to try and win. That’s how pretty much every speed-skating game went, more or less. Until Yang Jingru came along. Before this game, China had never won a gold medal in speed skating, and Jingru clearly had had enough of that. From the second the whistle blew, Jingru sprinted on the first lap leaving his opponents so far behind her wake, she ended up coming back around to sit at the back of the pack for the rest of the race. Incredible, really – having already sprinted past the rest from the get-go, Jingru was one lap ahead of everyone and was in the lead for the entire race despite tailing at the back for the majority of it. And make no mistake, Jingru’s moves confused the hell out of the rest of her opponents. When the whistle blew for the final lap, it was really blowing for Jingru’s final lap, which no-one else seemed to realise. In fact, Jingru herself tapped her team-mate on the back to indicate she still had one lap left to go – so at the back of the pack, Jingru took the gold medal, and whilst the other opponents started slowing down after what they thought was their final lap, Jingru’s team-mate sprinted past them all to nab the silver medal too. In one game, Jingru managed to blow speed-skating category conventions totally out of the water. ‘It was a daring move,’ she said, when questioned. ‘It was my own strategy, and it left everyone bewildered [but] it worked like a charm’. We’ll say. Within two and a half minutes, Jingru flipped the unspoken rules of speed-skating on their head and won a gold medal to boot. A truly perfect example of why following the herd never leads to greatness. Thanks for reading – tune in next time for more RA heroes!

POV: you have the nicest clients ever (and their new products are pretty delish too) 💜 The Collective UK | B Corp™

From Michelin grade chefs to a 10-minute quickie dinner after a evening at the pub, Belazu | B Corp™ has everyone covered - and if these gorgeous adverts don't get you cooking, we don't know what will!

'If LinkedIn is to be believed, being a good leader means a daily ice bath or an alarm clock permanently set to 4.30am'. Our CEO Adam Foley spoke to LBBonline - Little Black Book about what exactly inspires him as a leader (spoiler alert: definitely no daily ice baths involved). Give it a read via link below:

Honoured to be nominated a Media Week award - a great piece of work for a great client Practice Plus Group. Thanks to everyone involved - and good luck to the rest of the nominees!

'The summers a great time to change your mind' - check out our CEO Adam Foley's thoughts on Creativebrief on how he beat the summer slump by taking time to discover new perspectives (wise words indeed).

We've had a little summer hiatus but hello! And welcome back to Relative Advantage Heroes, our series where we talk all about Relative Advantage, Bountiful Cow’s very own method of growing a brand by finding the clear spaces in audiences, media and culture that competitors have missed. You may not have heard of AND1 – but back in the day, the clothing and footwear company was generating enough buzz to rival Nike. Back in the early 90s, AND1 was born out of the imagination of three college friends who carved out a niche marketing themselves with iconic printed tee’s sold to local people from the trunk of their friend’s car (literally), featuring trash-talking slogans such as ‘I Thought You Could Play'. In two years, they went from being a college project to a national brand, with products sold across 1500 stores in the US, including Footlocker. After getting a taste of success, AND1 set about entering the upper echelons of the world of Basketball trainers, putting them on a collision course with the legendary brand Nike, and the legendary basketballer, Michael Jordan. AND1’s answer was to draft a young rookie promising to be the next big thing, Stephon Marbury, copying Nike’s formula, shooting a Marbury-focussed national commercial in the lead up to Game 1 of the NBA season. But when you follow the herd, disaster strikes. Marbury injured his ankle in the first game of the season and stopped working with the brand. Overcoming that blow took some time until the brand tapped into their relative advantage. They were never going to compete with Nike for NBA-style wannabes, not when their heart had always belonged to the streetballer. So, AND1 went back to their roots and took advantage of a moment when worlds collided: Streetball, Hip-Hop, AND1, the result being the AND1 VHS Mix Tape Vol. 1 released in 1999. The VHS showed streetballers doing an array of tricks in game mode, in an inner-city backdrop to vast crowds with speakers blaring – all while wearing AND1, of course. AND1 gave out the VHS mixtapes for free with any AND1 purchase, and before long released a Vol. 2 in 2000, which went viral in a time before we knew what viral was. By 2001, AND1 were the second brand only to Nike in market share of NBA endorsees and had become the second-largest basketball brand only eight years after their conception. From there, the grass roots marketing campaign flourished into something bigger. The AND1 Mixtape Basketball Tour, rivalling NBA in terms of attendees. There was a PS2 AND1 Streetball game, an ESPN Streetball TV show – all helping to steal the share of the basketball market from Nike, by being in spaces Nike did not play. However, once Nike retaliated and launched their famous Freestyle creative, the AND1 core audience drifted back to the old legend maker. But for a decent amount of time in the early noughties, AND1 gave them more than a run for their money – all by staying true to who they were and leaning into their own relative advantage.

Belated thanks to the beautiful Keela Kraving for coming along to Bountiful Cow HQ and doing a special Drag LGBTQ+ quiz with us last week! New agency rule: every quiz going forward has to be as ✨fabulous✨ as this one 🏳️🌈