Arla Cravendale has launched its latest advertising campaign, ‘It’s Not Milk’, celebrating that not all milk is created equal.

The campaign shines a spotlight on Arla Cravendale’s filtered milk, which makes it pure, longer-lasting and nicer-tasting and tells viewers that Cravendale is not milk, it’s fresh milk that’s filtered for purity.

Led by a 30’ TVC, the campaign whizzes through unusual situations where various people, ranging from a pair of tennis commentators to a clumsy robber to a milky silicon valley CEO and even a (familiar) cat with thumbs, repeatedly state ‘IT’S NOT MILK’. The spot, directed by Conor Byrne and produced by Hungry Man, ends on a farmer who breaks the format for consumers saying: “it’s not milk, it’s fresh milk that’s filtered for purity.”