Arla is embarking on a major TV campaign to promote the Arla brand to British consumers and highlight the fact it is a farmer-owned cooperative.
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 awareness of the Arla master brand in the UK.
“The new campaign plays a key role in helping us tell the story of Arla and our products,” said vice president for marketing Sarah Baldwin, while reinforcing its “special farmer ownership status”.
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 and where it comes from.”
This latest push follows a major newspaper ad campaign last autumn which called on consumers to support Arla farmers hit by low milk prices by buying Arla products.
Arla blamed “ongoing negative trends in in the commodity markets” last month when it reduced its farmgate milk price by 0.84p to 24.99 pence per litre after a period of relative price stability during the spring.
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