Arla Cravendale serves up a fresh new campaign
Filtered milk brand, Cravendale from farmer-owned dairy company, Arla Foods has returned to our TV screens with the launch of its new ‘Milk Drinker’s Milk’ campaign. The new advert aired for the first time on Saturday 9th May to launch the brand’s latest £6million integrated campaign.
In a bid to showcase the premium qualities of Cravendale filtered milk and help add value to the milk category, the campaign is designed to showcase Cravendale’s supreme freshness where it matters most...as a drink. The campaign includes large-scale in-store promotions, VoD, PR, digital and social media outreach, all underpinned by the humorous new TV execution.
TV advert
In a new direction for the brand, Cravendale introduced viewers to The Milk Drinker during ITV’s Britain’s Got Talent, in a 30” spot. The Milk Drinker is a cool, slightly mysterious character with a love for Cravendale – he loves it so much, he never puts his glass down and aims to position Cravendale as so good it deserves to be drunk.
Created by advertising agency Wieden+Kennedy and directed by acclaimed music promo and TV commercial collective, CANADA, the ad uses a trailer-inspired visual style to showcase the Milk Drinker in a series of scenes, which paint a rich portrait of this free-thinking, milk-drinking individual.
Breaking on Saturday 9th May, the ad follows a strategy designed to drive new consumers into the brand.
In-store promotion
To coincide with the ad launch, Cravendale has launched a large-scale on-pack promotion across all formats and fat types. From 5th May to 29th June, there will be 1,000 Cravendale glasses (as featured in the ATL) to be won every day on promotional bottles. In a first for the milk aisle, bespoke branded Cravendale POS will promote the competition at the fixture.
Claire Mackintosh, brand manager at Cravendale said: “We’re excited about the launch of our Milk Drinker’s Milk campaign and can’t wait to see the reaction from Cravendale fans. Both the ATL creative and in-store glass promotion will work hard to showcase the premium quality of Cravendale milk and encourage milk drinkers up and down the country to choose Cravendale as their milk of choice.”
Arla Foods is a global dairy company and co-operative owned by 13,500 dairy farmers circa 3,000 of whom are British.
Dating back to 1881, Arla’s purpose is to secure the highest value for its farmers’ milk, while creating opportunities for their growth. With production facilities in 11 countries and sales offices in a further 30, Arla is the world’s sixth largest dairy company and largest supplier of organic dairy products. Arla has a total of more than 18,000 colleagues and its products are sold under the well-known brands Arla®, Lurpak® and Castello® in more than 100 countries.
Arla Foods UK is the largest dairy company in the country and is home to leading dairy brands Anchor, Cravendale, and Lactofree. It has a turnover of £2.3 billion. As well as being number one in fresh liquid milk, butter, spreads and cream, Arla is the UK’s largest cheese manufacturer. It has also built the world’s largest fresh milk facility located at Aylesbury and has plans for it to be the first zero carbon site of its kind. The UK business has a team of approximately 3,500 colleagues located at its dairies, distribution centres and head office.