All around the world, busy lifestyles and action packed schedules are resulting in people making less and less time for breakfast. Dairy co-operative Arla Foods wants to turn this trend on its head in one of its core markets with a playful new campaign reminding people to make time for breakfast.

Established in Sweden over a century ago, Arla’s range of dairy products has long been synonymous with good breakfast. The nation has a well-established reputation for a healthy lifestyle, but here the most important meal of the day is in decline.

Tid för Frukost, the next chapter in Arla's Let in the Goodness campaign, launched in Sweden on 26th October, the day when the country sets its clocks back an hour. Since the entire nation gains an hour in its day, Arla and Wieden+Kennedy asked, why not use this extra hour for breakfast?

From 13th to 26th October, two spots (Miss Clock and Backwards Talker) aired on TV, featuring all non-actors and interesting personalities bringing message to life. Stylised visuals echo a beloved piece of Swedish popular culture, the government public service announcement (‘anslagstavlan’), accompanied by a vintage jingle.

The subsequent part of the campaign rolls out after the clocks have been turned back, continuing to remind people to make time for breakfast, with with four films running on TV and VOD for a month from 26th October. This part of the campaign also uses non-actors to champion the power of a healthy breakfast to set people up for the day.

The TV campaign is supported by social activity, which includes short “alarm” films appearing on Facebook feeds between 7-9am each morning, reminding them to have breakfast with a variety of alerts including roosters, clocks and singing kettles.