All around the world, our busy lifestyles and action packed schedules are resulting in people making less and less time for breakfast. 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.

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 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 non-actors and interesting personalities bringing the 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 rest of the campaign is rolling out over the next month, with TV and VOD using non-actors to champion the power of a healthy breakfast to set people up for the day. A philosopher explains how it doesn’t make rational sense to skip breakfast, a young marine biologist compares the sound of hunger to that of whales, a relationship expert explains that making time for breakfast means making time for love and finally, a Swedish strongwoman champions the power of a healthy breakfast to set people up for the day. 

In the meantime, Arla's Facebook page helps breakfast lovers get their fix – and reluctant breakfast eaters to embrace the meal – with short “alarm” films appear on feeds between 7-9am each morning, reminding Swedes to have breakfast with a variety of alerts, clocks and singing kettles, and these guys:

Keep an eye out for more early morning inspiration on Arla's campaign microsite. Smaklig måltid!

As they say, one man's trash is another man's treasure. Sometimes, it can be hard to tell the difference. Especially difficult when the item in question is hidden under a tarp. 

This conundrum is something fans of US hit show Storage Hunters are all too familiar with – have the intrepid bidders hit the jackpot in the abandoned storage auction, or will it just be junk?

Starting tonight at 8pm, UKTV's Dave is bringing the first UK series of the addictive show to our screens. And fans of the US show will be pleased to hear that Dave has also brought Sean Kelly, stand up comic, auctioneer and enigmatic Storage Hunters compere, along for the ride. 

Last Friday, we launched our multi-channel campaign to promote the show. Vine videos released each day via Twitter showcased items hidden under tarps. Sean encourages fans to get guessing and enter via #UnderTheTarp, and a lucky – or not-so-lucky – winner has been chosen each evening as the mysterious objects have been revealed. Check out days one to four below:  

Think you see a familiar shape in the Vine below? Could this be the bonanza you've been waiting for? Then take a guess with #UnderTheTarp on the Dave page or on Twitter here, and tune in for the first episode of Storage Hunters at 8pm tonight on Dave, to find out what's under tarp 5. All will be revealed in the first commercial break.