Arla is kicking off 2011 by raising its corporate profile and spreading the message about its Closer to Nature ambitions. As part of its mission, the company is launching a campaign to encourage more children to enjoy the great outdoors, called Kids Closer to Nature, which begins this month.
Targeted at families and children, the programme sees Arla linking up with the National Trust for a range of activities throughout 2011 including the commissioning of television documentary to raise awareness of the decline of children’s interaction with nature. A grant scheme for members of the public to create natural spaces is also being launched in addition to the development of a Kids Closer to Nature online adventure club, with is being supported by television celebrities Chris Packham and Philippa Forrester. Arla is also working with the National Schools Partnership on a range of resources for primary school teachers to encourage pupils to explore and understand nature through links to the national curriculum.
Mike Walker, senior brand manager at Arla, said the motivation for Kids Closer to Nature lies behind the fact that increasing numbers of children are not playing outside or interacting with nature despite it being proven that doing so is good for health, behaviour and well being.
“Through Closer to Nature we have identified an opportunity to raise awareness of this trend and turn it around,” said Mike. “Modern life pulls us apart from nature. Being closer to nature is at the heart and soul of our business and we want to bring this to life for our consumers by re-introducing nature into homes and school life so that children and their families can benefit from it as part of their everyday lives.”
Acknowledging that Arla is best known for its brands among consumers, Mike says that the Kids Closer to Nature activity is one in a long line of initiatives aimed at propelling Arla’s corporate status from a relatively unknown brand into a household name. “Our aim is to increase awareness from virtually zero to 60 per cent in the next five years,” he said.
In addition to this activity the Arla logo will be introduced to the front of its branded products’ packaging including Anchor and Cravendale as well as on television advertisements.