let in the goodness
After a few months of immersing ourselves in the deliciousness of dairy and learning about how different cultures consume Arla products, we're excited to reveal our first international brand campaign for Arla, introducing the new natural goodness platform.
The global re-launch campaign aims to unify the dairy brand across different markets and communicate the Let in the goodness message in an emotional way, encouraging the public to make the most of the day, whatever it may hold.
The concept of natural goodness is based on extensive research into the unique role dairy products play in consumers’ everyday lives, nourishing both body and soul. Whether it’s slurping an overflowing glass of milk or munching on buttered toast, Arla wants to highlight dairy as the thread of natural goodness that runs through life and prepares us for greatness each and every day.
The TV spot was directed by Mark Molloy, giving a glimpse into the morning routines of a broad cast of characters, juxtaposing familiar moments with a rousing voiceover that echoes the rhetoric of historical speeches
The print and outdoor campaign was shot by amateur photographer Stephanie Congdon Barnes of US blog 3191 Miles Apart in a natural, un-staged style, featuring her own friends and family.
We’ve also developed several product-focused campaigns across the Natural goodness platform, starting with Arla Kærgarden butter in Germany and a campaign supporting Arla Finland’s commitment to sourcing local milk.
There's much more dairy goodness to come from Arla in 2014, so keep an eye out for new work supporting Arla Buko cream cheese and the Arla Ko breakfast range.