Arla Lactofree®, the UK’s pioneering lactose-free* dairy brand, is today launching its new television ad as part of its new campaign to champion a dairy revolution.
The ad evokes the spirit of revolution by featuring a passionate leader and his followers who make it their mission to spread the word that those with lactose intolerance can now enjoy dairy just like everyone else.
(watch the ad - https://youtu.be/hPgJfLHbTag)
The campaign will run for four weeks across January and February and is being supported across pay-per-click, social media and the wider campaign is through-the-line across digital, PR and shopper.
Sarah Baldwin, Vice President, Marketing, Arla Foods UK, comments:
“This campaign is an excellent way to educate those consumers with lactose intolerance that they can also enjoy great tasting dairy products without compromise.
“The naturalness and nutritional benefits of dairy are well documented and Arla wants to extend those benefits to all consumers, lactose intolerant or not.”
Rachel McColl, Brand Manager for Arla Lactofree® adds:
“We’re really excited to launch our first new campaign for three years. Lactofree products look the same, taste the same and cook the same as standard dairy products; our dairy revolution is all about empowerment by showing people with lactose intolerance that they don’t need to miss out.”
Note to editors:
Lactofree is the second largest in the Dairy Alternatives category. The brand value is £45m and seeing a 24% value and volume growth YoY (Nielsen data up to 02.01.16).
Lactofree® Semi was launched in 2006 and since then the range has grown to include whole milk, spreadable, cream, cheese (soft, mild and cheddar) and yogurt. Most recent launches were grated cheddar and chocolate dairy drink.
The advert was created by Creature of London.
* We make every effort to ensure that the Lactofree range contains no lactose. We carry out rigorous scientific testing using the most accurate available which enable us to detect lactose at the trace level of 0.03%. At this detection level our tests show that there is no lactose present in Lactofree." Please refer to www.lactofree.co.uk for more information. Not suitable for milk allergy sufferers or those with Galactosaemia. If in any doubt consult your doctor before consumption
More on Lactose Intolerance
Lactose intolerance is caused by a deficiency of lactase, an enzyme present in the lining of the small intestine which is needed to absorb and digest lactose (the sugars in milk).
People with lactose intolerance don’t have enough of this important enzyme to break down the lactose. It remains undigested in the large intestine, where it is fermented by bacteria, creating uncomfortable symptoms. These symptoms may be very distressing for the sufferer. While not all persons deficient in lactase have the same symptoms if at all, those who do are considered to be lactose intolerant.
Arla Foods is a global dairy company and co-operative owned by 12,700 dairy farmers with circa 3,000 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, Cravendale, and Lactofree. It has a turnover of £2.3 billion. As well as being number one in fresh liquid milk, 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 and has plans for it to be the first zero carbon site of its kind. The UK business has a team of approximately 3,500 colleagues located at its dairies, distribution centres and head office.