Arla celebrates its farmers owners in first-ever UK masterbrand campaign
The UK’s biggest dairy cooperative, Arla, has launched its first-ever original TV campaign featuring its farmer owners, as it sets to build brand awareness and inspire consumer confidence in the overarching Arla Masterbrand.
Arla is already No.18 in The Grocer’s Top 100 Brands; the launch of Arla’s first-ever TV advert is a part of a strategic push, which aims to help consumers connect Arla with its sub-brands, including Arla Cravendale, Arla Lactofree, Arla Protein and Arla Skyr.
Led by TV advertisement that puts farmers at the heart of the process - ‘The Chain’, directed by Alex Husley and produced by Anonymous, draws on the connection from Arla’s 2,053 farmer-owners to its consumers – linking together the journey from farm to fridge. This refreshed shift in communications not only drives consumer meaning but builds equity and transparency within the Masterbrand.
Rachel Campbell, Arla Brand and Sustainability Director: “At Arla, we are a brand inspired by community and belonging and therefore believe that when people eat well, they feel good and that builds a positive confidence to embrace life. This all starts with the farmers who make our dairy – which is why we’ve placed them at the heart of our first ever TV campaign.
“We are so excited to be launching our Masterbrand campaign here in the UK, as we aim to build Arla as the most recognisable dairy brand that fuels our consumers with inner strength day after day – in turn empowering a positive way of feeling-good and living life.”
The hero TV ad can be viewed here: https://www.youtube.com/watch?v=iASDFUgMthA