Lurpak leads the way

Arla Foods and Safeway have teamed up to launch the first permanent beacon branding initiative in the dairy section.

Safeway shoppers won't have to search the fridge for Lurpak anymore thanks to banners in all stores across the UK, which direct customers to Lurpak in the dairy section.

"Shoppers navigate fixtures through beacon branding for example, when people see the Nescafé sign they know they're in the coffee section, similarly Colgate use this technique in this oral health care fixture," explained Sam Morgan, customer marketing manager.

"Temporary Point of Sale material has proved very effective in the past but we've worked with Safeway to produce permanent beacon branding for Lurpak in order to increase sales and brand awareness," added Bradley Grimshaw, business manager for Safeway.

Arla Foods UK plc is home to some of the UK’s leading dairy brands including Cravendale, Lurpak and Anchor. Processing approximately two billion litres of milk a year Arla continues to be one of the UK’s leading dairy companies and a supplier of fresh liquid milk and cream to the top seven retailers.

Over 2,500 daily deliveries are made directly to stores nationwide and Arla brands can be found across the dairy category. As well as the leader of the butter, spreads and margarine sector, and a major supplier of other added value products including flavoured milk and cheese, Arla continues to build working relationships with Arla Foods Milk Partnership, a unique group of dairy farmers, which supplies around 90 per cent of Arla's total milk requirements.

Behind this leading business is a team of circa 2,800 people across the UK located at our dairies, distribution centres and head office.