Arla Foods, the farmer-owned dairy company, is unveiling the latest phase of its multi-million pound campaign that has seen it start to build value in its healthier product portfolio to households across the UK.
This phase will focus on driving further awareness of its farmer-owned status by a nationwide marketing campaign centring on a new TV advertisement – a first dedicated to support the Arla brand in the UK – and will air on the evening of Monday 8 June during Coronation Street.
The TV ad follows a typical Arla farmer owner during his morning routine while the rest of the country is waking up, enjoying Arla dairy products at the start of their day. Reinforcing its special farmer ownership status, the ad underlines the commitment and passion of its dairy farmers. It also encourages people to ‘let in the goodness’ so that they can experience the benefits of dairy knowing where their milk comes from.
Arla has been increasing its brand presence this year with a number of high profile product launches that dial-up its health credentials including Arla Skyr, Arla Protein and Arla Big Milk. These launches have seen significant TV, digital, outdoor and in-store activity and alongside this latest campaign, the company has invested more than £15m this year on marketing its Arla brand.
Sarah Baldwin, vice president, marketing at Arla Foods UK, said: “The new campaign plays a key role in helping us tell the story of Arla and our products – it starts with our farmers through to consumers being able to enjoy exciting new dairy products. The Arla brand name will also remind consumers of the heritage and provenance of the products they’re enjoying.
“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. 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.
Joe Delves, Arla farmer owner who featured in the TV ad, said: “This campaign is all about helping consumers to understand where their dairy products come from; that they’re full of natural ingredients and high in quality. It’s great to see Arla leading the way with this message and championing British dairy to the public.”
The company has also launched a range of Arla branded low fat, reduced sugar yogurts and flavoured milk drinks which will be supported with further marketing.