As part of the Happy Cows Milk program, created by the Bel Group to promote animal welfare, sustainable development, and the enhancement of the dairy sector, the Terra Nostra brand has launched the “Happy Cowllection,” a limited-edition clothing collection.

The launch of this collection is accompanied by an omnichannel advertising campaign, created by VML, which combines fashion with positive activism, reinforcing the brand’s positioning as a ‘lovebrand’ close to consumers. Actress Rebeca Caldeira was chosen to promote the collection.

“The launch comes from actively listening to consumers, who were asking on social media for the items worn by producers in the Azores. We received countless requests and wanted to respond in a creative and relevant way. The ‘Happy Cowllection’ is fashion with a purpose, bringing consumers even closer to our world and the happiness we inspire in the Azores,” explains Yvan Mendes, marketing director at Terra Nostra, quoted in a press release.

Advertised on television, outdoors, social media, and at points of sale, the advertising campaign is complemented by outdoor activations and digital marketing actions on social media throughout September.

“Terra Nostra has a mission, the mission of caring not only for animals, but also for people and nature. This campaign goes far beyond a clothing collection, as it is almost an activist manifesto. It represents our concern for others and their well-being, encouraging every Portuguese person to take care of themselves and their happiness, promoting it through contact with nature,” explains Yvan Mendes.

Produced in Portugal from organic cotton, the collection, which includes items for both adults and children, features some pieces that are photosensitive, revealing patterns in the sunlight.

Translated into English as a community outreach program by the Portuguese Beyond Borders Institute (PBBI) and the Modern and Classical Languages and Literatures Department (MCLL), in collaboration with Bruma Publication and ADMA (Azores-Diaspora Media Alliance) at California State University, Fresno. PBBI thanks Luso Financial for sponsoring NOVIDADES.