On Saturday, in an away game against Norway in Oslo, Denmark’s national soccer team begins its quest to qualify for Euro 2004 in Portugal. As the Danish side’s main sponsor, Arla Foods will be using the occasion to invite customers and business partners to the game.
"We’re using the sponsorship to cement relations with customers, but we’re not using it in a broader context vis-a-vis Norwegian consumers” explains Lars Poulsen, Head of Arla Foods’ Norwegian subsidiary. “The reason is that while the Høng, Buko and Apetina brands are all well-established in Norway, few recognise the Arla Name.
However, Lars Poulsen expects general awareness of Arla Foods to increase with the use of the red Arla mega brand on packaging.
Arla Foods sells feta, mould cheese, cream, processed and firm cheese to Norway. Danish feta is selling particularly well in the Norwegian market which receives 90% of all feta imports from Denmark. With Arla Foods doubling feta sales to Norway over the past 12 months, Arla Foods sells products worth DKK 100 million to Norway each year.
Jon Dal Thomasson and Peter Madsen
are on their way to Oslo for the qualifying
game against Norway.