Arla has launched a new television advertisement for its lactose-free dairy brand, Lactofree – its first in three years.
As part of a new campaign designed to champion the “dairy revolution”, the new advert features a passionate leader as he attempts to spread the word to those with lactose intolerance – and cuts to a family quietly enjoying a picnic in a field, who are introduced to Arla Lactofree for the first time.
The campaign will run for four weeks across January and February and is being supported across pay-per-click and social media, with the wider through-the-line campaign covering digital, PR and shopper activity.
Arla Foods UK vice president, marketing Sarah Baldwin said: “This campaign is an excellent way to educate those consumers with lactose intolerance that they can also enjoy great-tasting dairy products without compromise.
“The nutritional benefits of dairy are well documented and Arla wants to extend those benefits to all consumers, lactose intolerant or not.”
And Arla Lactofree brand manager Rachel McColl said: “We’re really excited to launch our first new campaign for three years. Lactofree products look the same, taste the same and cook the same as standard dairy products; our dairy revolution is all about empowerment by showing people with lactose intolerance that they don’t need to miss out.”
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