Arla Foods Launches New National ‘Live Unprocessed’ Brand Campaign

On Apr 25, 2017

Arla Foods, a Denmark-based farm-to-fridge dairy cooperative with US headquarters in Basking Ridge, debuts its first fully integrated US brand campaign. The $30-million campaign coincides with Arla’s rapid and bold expansion into the US grocery retail dairy aisle and comes at a tipping point of Americans’ increasingly voracious desire to know more about the products they’re eating and feeding their families.

The campaign asked kids what – or who – they thought rBST, xanthan and sorbic acid were, without letting them know that they were ingredients often found in sliced and cream cheeses. The kids were partnered with animators who brought their fantastical stories and drawings to life in two 30-second commercials.

“Live Unprocessed” features a television buy across 20+ national cable networks, broadcast and video on demand as well as custom content integrations with top publishers and celebrity influencers, such as Daphne Oz and Ayesha Curry. The brand campaign will also be supported with print, digital, social, public relations, consumer promotions and retail support. A premiere event, featuring the spots and debut of a behind-the-scenes documentary detailing the process of bringing the children’s imaginations to life in the animations, will be held at the Village East Cinema in New York City on April 25.

“Arla has an authentic, time-honored farm-to-fridge heritage of producing natural, better-for-you products free from artificial flavors, preservatives and added hormones.  This is who Arla is at its core, a dairy cooperative which does things the right way, the type of company people seek out so they can feel good about what they’re serving their families,” said Don Stohrer Jr., CEO of Arla Foods US. “We’re on a mission here to change people’s notion that taste and better-for-you attributes are mutually exclusive. Arla proves you can have the best of both worlds that with our great-tasting, clean label products made only with ingredients that you can recognize.  Our new Live Unprocessed campaign is designed to highlight the benefits of Arla products in a fresh, fun, disruptive way that we think will resonate with today’s ‘ingredient savvy’ consumer.”

In addition to the planned media placements, the spots can be found on the company’s website, YouTube and Facebook page. Arla’s agency of record, Minneapolis-based Carmichael Lynch and Carmichael Lynch Relate, created the brand campaign.

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