The 60-second film amalgamates interviews with earnest Moonicow spotters in the fictional country village of Cravendale, who claim the “unique freshness” of their milk could only come from a mythical bovine creature. The ad also explores the legend through newspaper clippings, photographs, folk art and Blair Witch-style found footage.
Moonicow spots will run on TV, video on demand and social throughout August. Food bloggers and celebrities, including Fred Sirieix of First Dates, have been brought on board to bolster the campaign’s reach. The new £3m initiative forms part of Arla Foods UK’s commitment to championing British dairy and adding value to the UK milk category.
Stu Ibberson, senior director of marketing at Arla Foods UK, said: “We are very excited to be launching the Moonicow campaign, which reinforces the fresh taste of Cravendale milk which we know our customers value. [It] forms part of Arla’s wider ambition to add value to milk as part of our Strategy 2020 targets, which supports the company’s mission to create opportunities for our farmers owners’ growth.”
Dan Norris and Ray Shaughnessy, creative directors at Wieden+Kennedy London, added in a joint statement: “We have a rich history of working with Arla to create quirky, entertaining ads that become a part of popular culture. We're really excited to be able to build on that with a fantastical story about Cravendale milk and the mythical Moonicow.
“You'll have to see it to believe it.”