Press release

​Arla Foods brings the power of Iceland back to the TV screens with Arla skyr’s second advert

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Arla Foods, the farmer-owned dairy company has launched a new TV advert for Arla skyr. The Icelandic-style yogurt brand returned to screens for a second time following the successful first advert “The Messenger”.

The new advert called “The Judge”, captures the spirit of Iceland and focuses on highlighting the strength of the Nordic nation. Featuring everyday folk doing adventurous things across Iceland. The Judge's story builds on “The Messenger’s” in that it brings in the small-town nature of Iceland where people like to be kept busy and often work more than one job.

Watch the full advert here

The advert begins with The Judge in her day-to-day role by settling a case in an Icelandic courthouse and then expands to her judging extra-curricular activities around the country such as determining the winner of a tug of war contest and measuring the fastest person to climb a cliff-face.

Skyr has been the go-to yogurt in Iceland - the famously healthy nation - for centuries and was brought to the UK by Arla Foods in April 2015, achieving sales of £16.6m*.

Arla skyr is made from skimmed cows’ milk which results in a delicious, silky texture that is low in fat, reduced in sugar and naturally high in protein. The product range expanded with new flavour launches and the addition of Arla skyr Drinks in 2016, with greater ambitions for 2017 and new products in the pipeline.

Louise Hagger, Brand Manager at Arla Foods comments: “Arla skyr is the perfect option for those who want to enjoy yogurt and are health conscious. 2017 is seeing a spike in Brits choosing to embrace the Nordic lifestyle and Iceland is a nation known for healthy choices, strength and courage. We wanted to reflect this way of life in the new Arla skyr advert through the adventurous characters enjoying bold activities such as rock-climbing and a 24-person tug of war.

The ad was created by Arla and Wieden+Kennedy London. The advert will air on TV during the week 23rd Jan – 31st Jan and 6th Feb – 19th Feb and in cinemas from 23rd Jan - 12th Feb.

* RSV source: Nielsen 52wk ending 31st Dec 2016

Arla Foods is a global dairy company and co-operative owned by 12,700 dairy farmers with circa 2,700 of whom are British.

Dating back to 1881, Arla’s purpose is to secure the highest value for its farmers’ milk, while creating opportunities for their growth. With production facilities in 11 countries and sales offices in a further 30, Arla is the world’s fifth largest dairy company and largest supplier of organic dairy products. Arla has a total of more than 18,000 colleagues and its products are sold under the well-known brands Arla®, Lurpak® and Castello® in more than 100 countries.

Arla Foods UK is the largest dairy company in the country and is home to leading dairy brands Anchor®, Cravendale, and Lactofree® with a turnover of €2.9 billion. As well as being a leading supplier of fresh milk, number one in butter, spreads and cream, Arla is the UK’s largest cheese manufacturer. It has also built the world’s largest fresh milk facility located at Aylesbury and has plans for it to be the first zero carbon site of its kind. The UK business has a team of approximately 3,500 colleagues located at its dairies, distribution centres and head office.

Press contact

Primary

Arla Foods UK Press Office

Arla UK (media queries only, no new business or sponsorship requests)

felicity.callaghan@arlafoods.com 07966136112

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Arla Foods brings the power of Iceland back to the TV screens with Arla skyr’s second advert