Arla has recruited a hedgehog for a new ad campaign for Lactofree in a bid to get shoppers to ‘say yes to dairy’.
Created by agency Wieden & Kennedy, the TV ad has been directed by Mighty Boosh director Paul King.
It will feature Madison the hedgehog - a species intolerant to lactose - and take viewers through her ‘hedgehog world’. She is shown missing out on foods like cheese pizza and milky lattes until she realises she can ‘say yes’ to dairy with Lactofree.
“It opens the door for lactose-intolerant consumers and helps them realise they don’t have to give up or compromise on their morning coffee or cheese on toast,” said senior brand manager Louise Allen.
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