The Cravendale sponsorship of rugby league's Leeds Rhinos Community Programme has scooped an award at the annual Tetley's Super League Marketing Awards on 9th December at the McAlpine Stadium, Huddersfield.
The Rhinos won the award for Best Strategic Use of a Commercial Partner for the unique tie up with Cravendale fresh milk.
Cravendale, owned by Leeds based Arla Foods UK, sponsors the Rhinos Community Programme and mascot Ronnie the Rhino but it was the innovative way Cravendale and the Rhinos have used this sponsorship to bring about a healthy message to the 40,000 youngsters the Rhinos visited last year that impressed the judges.
The sponsorship aims to encourage the younger generation of fan to support the Rhinos and the unique Headingley match day experience, to which infamous mascot Ronnie the Rhino makes a massive contribution. It also aims to encourage children to think about their health and diet.
Stuart Ibberson, Cravendale brand manager commented, "This is fantastic news and we are delighted to be part of this community scheme. We are committed to the Rhinos and feel that Cravendale is a perfect fit for this initiative, as the brand is synonymous with the healthy living and good citizenship messages delivered by the Community Scheme as well as the success of the Rhinos. We'd like to thank the Rhinos for making this an award winning partnership".
Paul Fletcher and Graham Davey from the Rhinos Community Team collected the award. Fletcher commented, "It is good to receive this recognition for all the hard work that has been done in our Community Programme. I would like to thank Cravendale for their support, without their backing we would be unable to reach so many youngsters and introduce them to Rugby League."
Arla Foods UK plc is home to some of the UK’s leading dairy brands including Cravendale, Lurpak and Anchor. Processing approximately two billion litres of milk a year Arla continues to be one of the UK’s leading dairy companies and a supplier of fresh liquid milk and cream to the top seven retailers.
Over 2,500 daily deliveries are made directly to stores nationwide and Arla brands can be found across the dairy category. As well as the leader of the butter, spreads and margarine sector, and a major supplier of other added value products including flavoured milk and cheese, Arla continues to build working relationships with Arla Foods Milk Partnership, a unique group of dairy farmers, which supplies around 90 per cent of Arla's total milk requirements.
Behind this leading business is a team of circa 2,800 people across the UK located at our dairies, distribution centres and head office.