Arla, the farmer-owned dairy company, is launching a new campaign, ‘The Might of Nature’. The campaign promotes its first branded organic range, which launched in November last year, with the aim to make organic milk accessible for all.
The new campaign for Arla’s first branded organic product coincides with the resurgence of organic in the UK and will also drive understanding of Arla’s point of difference as a farmer-owned company.
WATCH THE AD, CLICK HERE
The TV ad, ‘The Deal’ was created by Wieden + Kennedy and will air in the UK on Monday 20th February with spots during ITV’s Loose Women and Emmerdale. It was shot at an organic farm in Devon owned by one of Arla’s owner farmers and shows how ‘The Might of Nature’ and the care, skill and determination of the Arla organic farmer come together in a bottle of Arla Organic Farm Milk. The £4m campaign will be fully-integrated across print, outdoor, digital and social.
Charlotte Lawson, Brand Manager at Arla UK commented “Since the initial launch at Tesco stores in November, Arla Organic Farm Milk has been well received by consumers, with the aim of making organic milk a more mainstream choice for all. Together with The Might of Nature campaign and placements in further stores, we expect to see more shoppers rethink their choices and make the move to organic”.
Arla Organic Farm Milk was the latest addition to the Arla portfolio which has seen significant innovation in the last two years. The launch was in line with its ambitious business strategy for the Arla brand to become a household name by 2020 and sees the farmer-owned business engage consumers in its organic story, through a comprehensive marketing campaign in the New Year.
The most recent additions to the Arla branded fresh milk portfolio includes Arla B.O.B, the skimmed milk that tastes as good a semi-skimmed. Arla Farmers Milk was created to give shoppers the opportunity to pay a little extra on each bottle to help Arla farmers. Finally, Arla Big Milk has added Iron, Vitamin D and Vitamin A, providing parents an easy and convenient way of giving their children the vitamins and minerals they need.
Arla Organic Farm Milk 2-litre semi-skimmed and whole milk formats are available in Tesco and Asda stores (rsp: £1.75).
Arla Foods is a global dairy company and co-operative owned by 12,700 dairy farmers with circa 2,700 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®. 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 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.