Black Cow has launched its first advertising campaign, in time for the festive season.

The Dorset-based vodka producer is injecting £400,000 in media spend with the aim of driving brand awareness. The largest piece of activity will be a Waterloo “domination”, comprising 16 static roadside placements in both 48-sheet and 96-sheet billboard formats. Over the two-week period (until December 15), digital adverts will also be visible at Westfield, Westfield Stratford, High Street Kensington, Canary Wharf and Gypsy Corner.

The campaign builds on the “disruptive” nature of Black Cow’s unique single ingredient, milk, and subverts vodka category stereotypes. The strapline “So wrong, it’s right” plays on the brand’s innovation of producing a vodka from milk.

Co-founder Paul “Archie” Archard said: “We wanted to launch a campaign that would showcase our playful yet subversive nature and provide a platform for future marketing activity. We will be bringing this to life across the year through various channels including social media and digital communications using the #sowrongitsright.”

Black Cow Vodka was first launched by Paul Archard and dairy farmer Jason Barber in 2012 and it is the only vodka made entirely from whey from grass-grazed cow’s milk left over from the cheese-making process. This is fermented to convert the milk sugars into alcohol that is distilled, blended and filtered through coconut-shell charcoal, producing a smooth vodka with a unique creamy character.

The vodka is produced at the Black Cow Distillery in West Dorset and it is available for sale in selected Sainsbury’s, Tesco and Waitrose stores as well as Hedonism and Amazon, priced around £28 per bottle.