Arla Foods rolls out first brand awareness campaign to highlight farmer relationship
Arla Foods – owner of Cravendale and Lactofree among others – has launched its first dedicated corporate campaign to lift awareness in the UK.
The company is looking to push its ties to farmers and has followed a typical Arla farmer owner during his morning routine for the TV ad.
The ad underlines the commitment and passion of its dairy farmers and runs with the tagline ‘let in the goodness’.
The multi-million pound campaign is part of a wider drive to position Arla as a value brand in the healthier product portfolio. This has already resulted in a number of product launches including Arla Skyr, Arla Protein and Arla Big Milk with significant spend on TV, digital, outdoor and in-store to boost awareness.
Alongside the campaign, the company has invested more than £15m in 2015 on marketing the Arla brand.
Sarah Baldwin, vice president of marketing, said she hopes the latest phase will cement the brand name with the heritage and provenance of the products consumers choose.
“We want the Arla brand to become synonymous with innovative and healthier dairy products as well as provide a platform for growth for our farmer owners,” she continued.
“Even though dairy is an important part of a healthy, balanced diet, consumers can be confused about its benefits. Increasing the presence of our Arla branded products will help them better understand what they’re choosing and where it comes from.”
Creative agency 23red was behind the campaign despite Havas Worldwide London winning Arla’s creative account in April.