Dairy cooperative Arla has launched its first-ever original TV campaign featuring its farmer owners as it looks to build awareness.
The launch of the TV advert is part of a strategic push which aims to help consumers connect Arla with its sub-brands, including Arla Cravendale, Arla Lactofree, Arla Protein and Arla Skyr.
Led by a TV advertisement that puts farmers at the heart of the process – ‘The Chain’, directed by Alex Husley and produced by Anonymous, draws on the connection from Arla’s 2,053 farmer-owners to its consumers – linking together the journey from farm to fridge. This shift in communications not only aims to drive consumer meaning but build equity and transparency within the Masterbrand.
Rachel Campbell, Arla Brand and Sustainability Director, said: “At Arla, we are a brand inspired by community and belonging and therefore believe that when people eat well, they feel good and that builds a positive confidence to embrace life. This all starts with the farmers who make our dairy – which is why we’ve placed them at the heart of our first ever TV campaign.
“We are so excited to be launching our Masterbrand campaign here in the UK, as we aim to build Arla as the most recognisable dairy brand that fuels our consumers with inner strength day after day – in turn empowering a positive way of feeling good and living life.”
NAM Implications:
- An effective connection-builder between the farmer-owners and the sub-brand range.
- (interesting to have been a fly-on-wall participant in Agency & Lurpak team discussions?)
