Arla Foods has launched a new television advertising campaign focussing on its farmer-owners, as the latest phase in its multi-million pound marketing effort.
The dairy producer’s Let in the Goodness campaign will debut next week on British television and seeks to drive awareness of Arla Foods’ farmer-owned status. The advertisement follows a typical Arla farmer-owner during his morning routine, while the rest of the country wakes up to Arla products. The creative “encourages people to ‘let in the goodness’ so that they can experience the benefits of dairy knowing where their milk comes from,” the company said.
Arla Foods has already invested more than £15m on marketing campaigns this year, covering television advertisement and digital, outdoor and in-store activity. The cooperative has bolstered its product portfolio with the launch of Arla Skyr, a new Icelandic yogurt;Arla Protein; and Arla Big Milk, which has been specifically enriched with essential nutrients to help children up to the age of five grow.
Arla farmer-owner Joe Delves, who features in the new advert, said: “This campaign is all about helping consumers to understand where their dairy products come from, that they’re full of natural ingredients and high in quality. It’s great to see Arla leading the way with this message and championing British dairy to the public.”
The advert’s end card features the campaign tagline.
Arla Foods UK vice president of marketing Sarah Baldwin added: “The new campaign plays a key role in helping us tell the story of Arla and our products – it starts with our farmers through to consumers being able to enjoy exciting new dairy products. The Arla brand name will also remind consumers of the heritage and provenance of the products they’re enjoying.
“We want the Arla brand to become synonymous with innovative and healthier dairy products as well as provide a platform for growth for our farmer owners. Even though dairy is an important part of a healthy, balanced diet, consumers can be confused about its benefits. Increasing the presence of our Arla branded products will help them better understand what they’re choosing and where it comes from.”
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