The new season at the Dortmund Concert Hall was about to start. It needed an impacting campaign to promote classical music and attract new visitors, but with a low budget. Since it has been scientifically proven, that classical music has a positive effect on cows’ milk yield, they played music from selected artists of the new season to them. As a result, the cows produced the very first music worldwide for the taste buds. This special milk was then bottled directly on the farm and sold in special shops to promote the new season. A whole new audience was attacted, it increased the subscription and theater occupancy, and the campaign received several international awards and recognitions.