This year’s Estonian Food Industry Association’s milk campaign was more colorful than ever before, as the campaign’s mascot - the colorful dairy cow sculpture - travelled along the Estonian cities and their main squares promoting the consumption of milk.

The sculpture was created by Lauri Tamm, a master at the Tartu Art College sculpture department, and an Estonian artist Ülle Ottokar. Its purpose was to catch attention in public areas and urge people to consume more dairy products in a more creative way.

Numerous people posted pictures of the cow in order to win prizes, using joyful hashtags like #piimapokemon (#milkpokemon) and #PiimOnSuperHea (#MilkIsSuperGood) that were painted on the cow. The cow was created so that the kids and also adults could climb on it.

The recognizable cow started its journey from its birth place Tartu, then travelled to Narva Astri Center after which it stayed in Rakvere city center’s promenade and in front of Viru Center in Tallinn. The cow ended its tour in Estonian cheese capital Võru, where it will remain in the lobby of Võru Cheese Factory after the campaign.

Visiting Tallinn, Tartu and Narva were decided beforehand by the campaign team. Rakvere and Võru were chosen by the local residents, who voted for their city in Estonian Food Industry Association’s Facebook page.

The campaign itself received numerous publications - over 170 articles, news features and interviews on television, radio and in print media, which brought out the benefits of milk, contradicted the myths about milk and presented milk researchers and scientific milk studies which the Estonian scientific institutions are currently working on.