Arla Foods Builds on Success of Organic Milk Launch
Arla Foods UK is repositioning its Arla® Organic Farm Milk brand to highlight its free range credentials to consumers. Following the dairy company’s successful brand launch earlier this year, Arla is renaming its organic milk to Arla® Organic Free Range Milk by redesigning its organic milk labels to feature a free range claim.
The new packaging is being supported by TV advertising[1].Arla’s above the line campaign in 2017 shows the relationship between a dairy farmer and Mother Nature and for the first time communicates the free range nature of organic cows.
Research[2] has shown that many UK consumers don’t yet realise all the benefits that organic milk can offer, particularly the fact that it comes from free range cows. Cows which produce Arla® Organic Free Range Milk are outdoors for on average 200 days per year[3].
Arla is the world’s largest producer of organic dairy foods, with its farmer owners providing around 700 million litres of organic milk each year including the UK, where it supplies own-label organic milk to some of the retailers and food service providers.Arla’s global organic heritage provides its UK market the opportunity to develop its own branded organic products,innovate with its farmers as well as and drive the value of milk for its farmer owners.
The latest round of TV advertising is part of a £5 million marketing campaign and is part of a major ambition by Arla Foods to grow the organic dairy category in the UK.
Tomas Pietrangeli, Managing Director of Arla Foods UK, says: “We believe there is significant headroom to grow the organic milk category and make organic milk more accessible to our consumers.Our new advertising campaign, emphasising the free range claim, will help people to further understand the benefits of organic, encouraging them to trade up from standard fresh milk to organic.”
The TV advertising also coincides with increased distribution for the brand, which is now listed in Tesco, Asda, Sainsbury’s and Morrisons. Distinctive new packaging, outdoor and instore activation will communicate to consumers that Arla Organic milk is free range. The campaign will also be supported by digital and PR activity.
Finn Cottle at the Soil Association comments: “We are passionate about communicating the benefits of organic milk, which is always free range as cows graze outside whenever conditions allow, over 200 days on average. It is great to see that organic is becoming the natural choice for British consumers, with one in four households purchasing organic milk. We look forward to seeing the growth accelerate in the future.”
Arla Organic Free Range Milk 2-litre semi-skimmed and whole milk formats are available in Tesco, Asda, Morrisons and Sainsbury’s stores across the UK (typical RRP: £1.75).
