Dairy
Fairy - Bovine mascot for the Kraft Cheese dairy
products. Wearing a yellow crown, the Diary Fairy is a fairy godmother who carries a
magic wand and
flits about on a set of blue wings. Her mission, in a series of animated
cartoon ads, was to push the "udderly"
tasty goodness and the calcium packed nutrients found in such merchandise as Kraft
Singles - a favorite of kids (and adults) everywhere.
Kevin Ponticelli, executive vice president and general manager of the Kraft
Cheese Division stated (Dairy Field, Nov 2003) "It's
recognized as among the best campaigns within Kraft as well as within the
industry. The benefit of 'taste kids love and calcium they need' is something
that consumers readily respond to. I think we've also done a terrific job
upgrading and refreshing that campaign with new news. The Dairy Fairy campaign
was created in the late 1980s. He also reported that
"two out of three kids don't get their recommended dairy requirement of calcium;
nine out of 10 women don't as well. We think that providing Kraft Singles in a
fortified form will help consumers address these nutritional needs" (with a
little help from the Dairy Fairy, of course"). The latest cartoon segments were
created by freelance animator Richard Ferguson-Hull (the director of Cartoon
Network’s cult hit, Harvey Birdman, Attorney-at-Law that airs on
Adult Swim) and the Fairy Dairy was voiced by C.J. Marsini. In 1997 Kraft
used an animatronics puppet cow called "Super
Moo" in ad spots. Created by the folks at "Image
Creators, Inc.", the cow's costume featured a head with movable lips, eyes
and ears.
Puppeteers Fred Spencer and Don Lewis animated Super Moo's facial features, while Jim Jackman was the man inside the super hero cow suit. A
miniature rod-controlled puppet was used for the cow's flying sequences.
TRIVIA NOTE: A children's picture book called "A Fairy
in a Dairy" by Lucy Nolan (Cavendish Children's Books , 2003)
tells the story of the town of Buttermilk Hollow that was threatened by
encroaching industrial factories. But when Farmer Blue makes the wish to his
cow, Pixie "If only the town had a fairy godmother" suddenly dairy products
begin to magically appear everywhere. But who is the dairy godmother who has
come to the rescue? Well, read the book and find out.
