Arla Kicks Off ‘Choose Goodness’ Campaign

Arla Foods UK has launched a major new breakfast campaign, called ‘Choose Goodness’, as part of its £100m commitment to support healthier eating among consumers.

The campaign, fronted by TV chef Gizzi Erskine, encourages consumers to add more variety into their breakfast repertoire. Gizzi has created seven recipes (one for each day of the week) to encourage Brits to mix-up their breakfast routine and add more diary where possible.

The campaign will feature online activity as well, with the website acting as a hub for consumers to get inspiration and advice on how to do breakfast properly. This is being supported with a comprehensive social media campaign, which encourages Brits to share their own seven great days of breakfast using #choosegoodness to win a whole host of breakfast prizes.

In addition, Arla has linked up with five food and lifestyle bloggers and influencers from around the country to add their own recipes to the growing Choose Goodness breakfast menu. The campaign has been performing well online, reaching some 3 million people to date through Twitter, Facebook and Instagram.

The campaign follows research by Arla which found that 82% of Brits usually eat the same thing every morning, even though 51% recognise that breakfast is the most important meal of the day