UK - Arla, the farmer-owned dairy company, is launching a new campaign, ‘The Might of Nature’. The campaign promotes its first branded organic range, which launched in November last year, with the aim to make organic milk accessible for all.
The new campaign for Arla’s first branded organic product coincides with the resurgence of organic in the UK and will also drive understanding of Arla’s point of difference as a farmer-owned company.
The TV ad, ‘The Deal’ was created by Wieden + Kennedy and aired in the UK on Monday, 20 February, with spots during ITV’s Loose Women and Emmerdale. It was shot at an organic farm in Devon owned by one of Arla’s owner farmers and shows how ‘The Might of Nature’ and the care, skill and determination of the Arla organic farmer come together in a bottle of Arla Organic Farm Milk. The £4m campaign will be fully-integrated across print, outdoor, digital and social.
Charlotte Lawson, Brand Manager at Arla UK commented: "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."
Arla Organic Farm Milk was the latest addition to the Arla portfolio which has seen significant innovation in the last two years. The launch was in line with its ambitious business strategy for the Arla brand to become a household name by 2020 and sees the farmer-owned business engage consumers in its organic story, through a comprehensive marketing campaign in the New Year.
The most recent additions to the Arla branded fresh milk portfolio includes Arla B.O.B, the skimmed milk that tastes as good a semi-skimmed. Arla Farmers Milk was created to give shoppers the opportunity to pay a little extra on each bottle to help Arla farmers. Finally, Arla Big Milk has added Iron, Vitamin D and Vitamin A, providing parents an easy and convenient way of giving their children the vitamins and minerals they need.
Arla Organic Farm Milk 2-litre semi-skimmed and whole milk formats are available in Tesco and Asda stores (rsp: £1.75).
You can watch the TV ad The Deal by clicking here.
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