©Arla Foods
Arla Foods has launched a major new breakfast campaign as part of its £100 million commitment to supporting healthier eating among consumers.
The commitment, unveiled as part of the dairy cooperative’s ambitious new strategy to grow revenue by nearly a third by 2020, will see a series of campaigns and initiatives launched to encourage healthier food choices and highlight the nutritional qualities of dairy products.
The Choose Goodness campaign will encourage Britons to upgrade breakfast by adding more variety, and will see a series of seven recipes created to encourage consumers to mix-up their breakfast routine and incorporate more dairy.
The campaign follows research by Arla that found that 82% of Brits usually eat the same thing every morning, even though a majority (51%) of those surveyed recognise that breakfast is the most important meal of the day.
A further commitment in Strategy 2020 is to devote a quarter of marketing spend to digital, with Choose Goodness a key example of how Arla is bringing this to life. Online material and extensive support on social media will encourage consumers to share their own breakfast choices using the hashtag #choosegoodness, with a host of breakfast prizes to win in return.
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 3 million people to date through Twitter, Facebook and Instagram, Arla said.
Tomas Pietrangeli, Arla Foods UK managing director, said: “As part of our ambitious new strategy for growth, we want to educate consumers on the benefits of dairy products wherever possible.
“Campaigns such as Choose Goodness are a great example of the ways in which we can support and promote healthier eating habits. The videos have been getting a great response across social media, and we encourage people to have a look for inspiration to choose goodness in their breakfast before reaching for the same thing they always do.”
© FoodBev Media Ltd 2024