Arla has launched a £4 million campaign to support its first branded line of organic milk.
The fully integrated campaign – dubbed The Might of Nature – will include print, outdoor, digital and social activity.
A new TV advertisement has been launched to raise awareness of Arla Organic, which it launched in November in a bid to make organic milk ‘more accessible’ to consumers in the UK.
The advert was created by Wieden + Kennedy and will debut in the UK today. It was shot at an organic farm in Devon owned by one of Arla’s farmer-owners, and shows how the skill and commitment that goes into producing Arla’s fresh milk comes together in a bottle of its organic farm milk.
Arla brand manager Charlotte Lawson said: “Since the initial launch at Tesco stores in November, Arla Organic farm milk has been well-received by consumers, with the aim of making organic milk a more mainstream choice for all. Together with The Might of Nature campaign and placements in further stores, we expect to see more shoppers rethink their choices and make the move to organic.”
The organic milk initially launched in 2-litre bottles, available both as semi-skimmed and whole milk. It launched in Tesco, before distribution was expanded last month. The recommended retail price of each bottle is £1.75.
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