People in Yorkshire have been doing a double-take after colleagues from Arla, based in Leeds, transformed their cars to resemble mobile cows and have been driving them round the city for the past month.
Arla colleagues have made the moo-ve to change the look of their vehicles as part of the White Wednesday’s campaign. The campaign forms a series of activities that aim to encourage more UK consumers to get behind the nation’s dairy farmers. The campaign is aiming to reach more than 40 million consumers.
Arla colleagues volunteered to drive the ‘cowpany cars’ that also feature the name of the White Wednesday’s campaign and the newly-introduced Arla Farmer-Owned marque.
Arla, the UK’s largest dairy company, recently introduced the innovative Farmer-Owned Marque on all Arla branded and some supermarket own-label dairy products, to reinforce its policy as the largest farmer-owned cooperative that shares profits between all its 12,700 farmers. Consumers purchasing any Arla product displaying the Farmer-Owned Marque can be safe in the knowledge they are directly supporting the farmers who produced it.
The month-long campaign came on the back of research conducted by YouGov¹ that found that the great British public is keen to support farmers. Almost two thirds of consumers (60%) say they would pay extra for dairy products and have the money go back to farmers, while seven in ten consumers would choose to buy their dairy products from a company which is owned by the farmers themselves.
¹Research conducted by YouGov among more than 2,000 consumers