Arla unveiled a colourful new TV this week ad as part of a new £7 million campaign to launch Arla Best of Both (BOB); the UK’s first fat-free skimmed milk that aims to match the taste of semi-skimmed. BOB is packaged with a distinctive yellow top that sets it apart from the traditionally blue, green and red-topped milk aisle.
The “Welcome to Compromise” campaign kicks off this week on UK TV, with a 30 second TVC set in a town called Compromise and aptly called “The Town of Compromise.” The spot is part of a major integrated marketing campaign from Wieden + Kennedy London designed to announce the product with bursts of yellow across all consumer touch points. Featuring, shopper, outdoor 48 sheets, six sheets, press, digital and social media plus sampling and PR, the campaign will help build awareness and drive product trial.
"We needed people to notice this new yellow top milk. So we hit them with a big, bright burst of yellow and made that the focus of our story"
The launch is part of Arla’s drive to support its farmer owners and become a leading household brand by adding value to its milk, through the development of innovative products, with a focus on the inherent naturalness of dairy. It follows on from the successful launch of Arla Protein, Arla Skyr and Arla Big Milk last year. Through 2016, it will also unveil further innovative products as well as range extensions across the dairy portfolio. Processing approximately two billion litres of milk a year, Arla continues to be one of the UK’s leading dairy companies and a supplier of fresh liquid milk and cream to the top retailers. Arla BOB will sit under the Arla master brand alongside Cravendale, Lactofree and Anchor.
The Town of Compromise
The ad itself is a tongue in cheek celebration of what it means to bring a “Best of Both” promise to milk drinkers who currently compromise with their milk choices. The story revolves around the inhabitants of the town who have been living in a joyless world of restraint until their lives are changed forever from the day of BOB’s unexpected arrival. The unexpected parcel brings bold splashes of yellow to the town. Neatly packed into the cold ice boxes are rows of BOB, which goes against everything the town has ever known. The word spreads as taste, texture and colour energises glasses of milk, cups of tea and bowls of muesli across the town of Compromise. A transformation takes place. With people everywhere now wearing yellow outfits, Compromise has indeed gone yellow mad. We were going to make a yellow fever joke of course, but thought better of it.
“Our new ad celebrates the fact that we’re bringing a completely new promise to milk drinkers: compromise in the milk aisle is a thing of the past”
Sarah Baldwin, Vice President, Marketing, Arla Foods UK, said: “According to our research, 49% of semi-skimmed buyers say they would buy skimmed but don’t like the texture and 33% would buy skimmed but don’t like the taste. Our new ad celebrates the fact that we’re bringing a completely new “Best of Both” promise to milk drinkers: compromise in the milk aisle is a thing of the past.” Sophie Bodoh, a creative from Wieden + Kennedy who worked on the campaign, added: “The milk aisle is a place of autopilot where people tend to just reach for their usual red, green or blue top. We needed people to notice this new yellow top milk. So we hit them with a big, bright burst of yellow and made that the focus of our story.” The film was produced by STINK, with post production from MPC.