Arla Protein, from the farmer-owned dairy company, hits TV screens today bringing the protein brand to the TV audience for the first time. Aimed at the ‘real keep fitters’ of Britain – with a tongue-in-cheek take on Brits’ approach to exercise and fitness.
Exercise isn’t just for gym bunnies and fitness fanatics, and this is the stance that Arla Protein takes in the new ad, which features the humorous struggles of a man taking part in a boot camp class, who struggles when planking in the park, when a friendly dog gets in his way.
Watch the ad here: https://www.youtube.com/watch?v=-0V43-piKUg
Arla Foods launched Arla Protein into the UK in January 2015 with quark-based fruit flavoured snack pots containing 20g protein, in line with the growing trend for high-protein diets to support more active lifestyles. The brand has been one of the key successes for Arla and is now worth £7m*. It has extended into Arla Protein Drinks, Arla Protein Cottage Cheese and Arla Protein Snack Pots with greater ambitions for 2017 and new products in the pipeline.
Steph Barker, Brand Manager at Arla Foods continued: “The products in our Arla Protein range are tasty, convenient and easy to consume and this is something that really appeals to our target audience. Fitness and exercise is important to them but it’s squeezed into their busy lifestyles - they might run in the park, swim before work or squeeze in a gym session when they can. There is a big opportunity to open up protein to everyone and not just the gym elite, with a bit of personality and humour.”
The 30-second ad, ‘Boot Camp Doggy’ has been created for Arla by Wieden+Kennedy. It opens in a British park where a group of people are taking part in a boot camp class, all in the plank position, which we view through the legs of a military style fitness instructor, dressed in camouflage.
The multi-channel campaign will be live on TV, VOD, YouTube and Facebook.
*Based on Nielsen data, 52we 10.09.16
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® with a turnover of €2.9 billion. 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.