Arla is embarking on a major TV campaign to promote the Arla brand and highlight the fact it is a farmer-owned co-operative.
The TV ad debuts during Coronation Street on Monday (8 June) and shows an Arla dairy farmer during his morning routine while the rest of the country is waking up and enjoying the co-op’s dairy products. It carries the strapline “Let in the goodness” and is part of a £15m push to increase UK awareness of the Arla masterbrand.
“The new campaign plays a key role in helping us tell the story of Arla and our products” while reinforcing its “special farmer ownership status”, said vice president for marketing Sarah Baldwin.
It follows the launch of a raft of new Arla-branded products since January, including Arla Big Milk for toddlers, Icelandic-style yoghurt Skyr, Arla Protein quark pots and the low-sugar Arla Flavoured Milk range.
The co-op wanted the Arla brand to become “synonymous with innovative and healthier dairy products” as well as providing a platform for growth for its members, said Baldwin.
“Even though dairy is an important part of a healthy, balanced diet, consumers can be confused about its benefits,” she said. “Increasing the presence of our Arla-branded products will help them better understand what they’re choosing.”
The push follows a newspaper ad campaign last autumn, which called on consumers to support Arla farmers hit by low milk prices by buying Arla products.
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