Arla milks brand in first TV spot

Dairy company Arla Foods is launching its first ever responsive TV campaign promoting to its “healthier” brand status, which milks the fact that it is solely owned by UK farmers.
The TV spot, devised by 23red, is latest phase of a multi-million pound campaign designed to build its brand within households across the UK.
The ad first aired last night of (June 8) during Coronation Street.
It follows a typical Arla farmer owner – Joe Delves – 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 farmer ownership status, the spot is designed to flag up 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.
Over the past few months, the brand has launched a number of new product lines, Arla Skyr, Arla Protein and Arla Big Milk. These launches have been supported by TV, digital, outdoor and in-store activity. The latrst push caps off a £15m spend so far this year on.
Arla Foods UK vice president of marketing Sarah Baldwin 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.
23red creative director Sean Kinmont added: “It was a great opportunity for 23red to make the Arla farmer-owned story the central theme. By meeting and filming Joe on his farm, we hope that we have brought to life some of the genuine pride and professionalism that Arla farmer owners have in their everyday work. ”