Wieden+Kennedy launches multi-channel campaign for new Arla Fibre yogurts

Fibre doesn’t have to be bland

Arla Foods UK is launching Fibre, an innovative new range of fibre-packed yogurts, with a national multi-channel campaign created by Wieden+Kennedy London.

The widespread promotional push kicked off with a 40” TV spot, which debuted during ITV1’s Britain’s Got Talent on May 5. The campaign acknowledges that it’s hard to be fussed about fibre, even though you’re probably not getting enough of it. Introducing Arla Fibre. A delicious new range of yogurts that not only taste great but are a great source of fibre too, each containing 4.7g. Now you can enjoy a tasty yogurt with added fibre, but without the taste or texture of fibre, meaning it goes completely unnoticed – nothing bland, brown or boring in sight. It’s fibre for people who can’t be fussed with fibre.

The TVC is directed by Jake Dypka and produced by Independent Films, with VFX from Time Based Arts and sound courtesy of 750mph. The campaign will also be supported by digital, social and print advertising.

James Quayle, brand manager, for Arla Fibre, said: “Insight shows that fibre is generally considered to be brown, bland and boring. Based on this, it was important that we worked with Wieden+Kennedy London to create an engaging and memorable advert that clearly communicates Arla has created a great tasting, convenient source of fibre.”