ARLA FOODS INVITES PEOPLE TO ‘EAT MONDAY FOR BREAKFAST’ WITH NEW BREAKFAST CAMPAIGN
Arla Foods, the farmer-owner dairy company, is launching a new Arla brand campaign inviting consumers to ‘Eat Monday for Breakfast’. The campaign launches on Sunday night and shows consumers that, when armed with the natural goodness of dairy and the right attitude, they can face Monday morning head on.
The campaign launches with a 30” film to run across catch-up TV and online video including YouTube, targeted to hit screen on Sunday nights. It is supported by digital outdoor ads aimed at targeting people on their Monday morning commute.
The campaign also encompasses three videos to run across The Huffington Post. The films feature comedian Nick Helm, who admits he is not a morning person. In the videos he meets someone who gets up early as part of their job – a dairy farmer, fitness instructor and worker at New Billingsgate Fish Market.
The ‘Eat Monday for Breakfast’ campaign brings together the family of Arla brands that include Arla Cravendale, Arla Lactofree, Arla skyr, Arla BOB and Arla Protein. All the brands will be joining the campaign by sharing the films and providing tips, tricks and life hacks to help people take on Monday mornings.
Stuart Ibberson, Senior Director, Marketing, at Arla Foods UK, said:
“This new activity builds on the success of last year’s Choose Goodness breakfast campaign which was a great success. As part of our UK Strategy 2020 plan, we have ambitions to make Arla a household brand, encourage healthier food choices and highlight the nutritional qualities of dairy products. By continuing to focus on the most important meal of the day, we believe we can achieve these aims.
The Arla brand was launched into the UK in 2015 and comprises a variety of dairy products including milk, yogurt and cheese. Major products launched last year include Arla B.O.B, Arla Farmers Milk, Arla Organic Farm Milk, Arla Quark and Arla Protein Cottage Cheese, adding to the already successful portfolio of Arla skyr, Protein, Cravendale and Lactofree.
Arla branded products recorded the largest growth of any of the 100 UK grocery brands listed, achieving growth of £37m in 2016. The Arla brand portfolio grew £8.5m more than the next closest brand (Pepsi, £29.3m), reflecting a strong sales performance of volume driven growth 7.6 per cent last year.
The achievement is in line with Arla’s UK Strategy 2020, the organisation’s most ambitious business strategy, aiming to create the Arla brand into a top household name by 2020 and establishing itself as the champion of British dairy.
The campaign runs from 7 May until late October 2017 and was created by Creature of London.
The new film can be viewed here.