Cheese triangle brand The Laughing Cow is relaunching with a £4m multi-channel marketing campaign.

Led by a 3D animated TV ad which breaks during Britain’s Got Talent on Sunday 29 May and runs for four weeks in 60” and 30” versions, the campaign also includes social media, digital advertising, in-store theatre and promotional activity and PR support.

The ‘High Farm’ TV ad introduces an assortment of cow characters tasked with creating The Laughing Cow cheese triangles, from collecting milk and producing wheels of cheese to cutting, melting and casting the individual portions. They then come together expectantly at the final tasting to hear the verdict of The Laughing Cow herself.

The ad was developed by Mac Guff, whose credits include Universal Studios’ Despicable Me, with Oscar-nominated Samuel Tourneux directing. The 3D animation took four months of work involving 25 graphic artists and over 120,000 hours of calculation.  

A supporting digital campaign titled Pull the Udder One includes a series of short films featuring comedian Milton Jones, with the clips showing jones on-board a mobile theatre in the middle of a field performing stand-up to a herd of Friesians.  

Fiona Riches, senior brand manager at Bel UK, commented: “We’re really proud to be launching our latest advertising campaign and reintroducing The Laughing Cow as an engaging and iconic character. This is the first time we’ve invested in digital media and PR so extensively and it’s been exciting to see ‘Pull the Udder One’ come together. We’ve had a lot of fun along the way and we can truly say that this campaign has been ‘Made with Laughter’.”