In celebrating World Milk Day 2024, Cowbell seized the opportunity to increase awareness about the consumption and benefits of milk within Freetown. Cowbell embarked on a two-day intensive vehicle parade with loud music covering about 125 kilometres and consisting of product sampling, education, and the donation of Cowbell 10g during World Milk Day 2024, which commenced on 31 May and ended on the 1 June, 2024.

The celebration was used to officially launch Cowbell 10g in Sierra Leone through an extensive outdoor consumer-brand engagement alongside our latest brand addition, Twisco. The parade started in the eastern part of Freetown on the first day and concluded in the western area on the second day, with 10 000 people sampling our brand. Additionally, Cowbell donated 50 cartons of Cowbell 10g to the Aberdeen Women’s Centre, an important medical facility that supports our dairy and cereal brands.

Receiving the donation, Ruth Milliken, the Country Director of Aberdeen Women’s Centre, expressed her appreciation and assured us that the products would be used for their intended purpose.

Amidu Renner, the Marketing Lead, explained that one of the objectives of this year’s World Milk Day was to reward existing Cowbell customers, acquire new ones, and emphasize the importance of milk in the diets of families, in which mothers play a crucial role. The event reached an audience of over 12 000 people and sales opportunities were provided for first time buyers to try our products.

The events were broadcasted on TV and Radio and Facebook live.