Arla Cravendale® – the UK’s number one branded milk – has today launched a new £3m advertising campaign, bringing the drink’s fresh tasting qualities to screens across the country.
The launch is part of Arla Foods UK’s commitment to championing British dairy and adding value to the UK milk category, as set out in Strategy 2020, the company’s global strategy for growth.
The new ‘Moonicow’ campaign underscores the unique freshness of Cravendale milk –which is filtered and lasts longer than its competitors –by playing on the theme of local myths and legends.
The quirky mockumentary style advert takes viewers to the fictional village of Cravendale, where residents – known as Cravendalians – claim the unbelievable fresh tasting attribute of its milk comes from the mythical Moonicow.
The campaign will run throughout August on television, video-on-demand and social media with support from key celebrities and food bloggers including Fred Sirieix from Channel 4’s First Dates.
Cravendale milk is produced by Arla Foods UK, the UK’s leading farmer-owned dairy company. It is the best-selling brand in the UK milk category, with sales in the year up to July 2017 totalling £148.3m. Last year also saw the launch of a new 250ml bottle, introducing the product to the soft drinks aisle for the first time.
Stu Ibberson, Senior Director Marketing at Arla Foods UK, said:
“Arla Cravendale® is one of Britain’s best loved brands, consumed by families across the country. We are very excited to be launching the Moonicow campaign, which reinforces the fresh taste of Cravendale milk which we know our customers value.
“Milk is one of the most important foods produced in the UK and forms an important part of our daily routine, from morning coffee to afternoon tea. Our new Moonicow campaign 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.”
Arla Foods is a global dairy company and co-operative owned by 12,000 dairy farmers with circa 2,500 of whom are British.
Dating back to 1881, Arla’s purpose is to secure the highest value for its farmers’ milk, while creating opportunities for their growth. With production facilities in 11 countries and sales offices in a further 30, Arla is the world’s fifth largest dairy company and largest supplier of organic dairy products. Arla has a total of more than 18,000 colleagues and its products are sold under the well-known brands Arla®, Lurpak® and Castello® in more than 100 countries.
Arla Foods UK is the largest dairy company in the country and is home to leading dairy brands Anchor®, Arla Cravendale®, and Arla Lactofree® with a turnover of €2.9 billion. The UK is largest market within the Europe Zone, contributing 35% of the zone’s turnover and also comprises 25% of the Group revenue.
As well as being a leading supplier of fresh milk, number one in butter, spreads and cream, Arla is the UK’s largest cheese manufacturer. It has also built the world’s largest fresh milk facility located at Aylesbury that later this year will become the first net zero carbon site of its kind. The UK business has a team of approximately 3,500 colleagues located at its dairies, creameries, distribution centres and head office.