Arla Cravendale® – the UK’s number one branded milk – has today launched a new £3m advertising campaign, bringing the drink’s fresh tasting qualities to screens across the country.
The launch is part of Arla Foods UK’s commitment to championing British dairy and adding value to the UK milk category, as set out in Strategy 2020, the company’s global strategy for growth.
The new ‘Moonicow’ campaign underscores the unique freshness of Cravendale milk –which is filtered and lasts longer than its competitors –by playing on the theme of local myths and legends.
The quirky mockumentary style advert takes viewers to the fictional village of Cravendale, where residents – known as Cravendalians – claim the unbelievable fresh tasting attribute of its milk comes from the mythical Moonicow.
The campaign will run throughout August on television, video-on-demand and social media with support from key celebrities and food bloggers including Fred Sirieix from Channel 4’s First Dates.
Cravendale milk is produced by Arla Foods UK, the UK’s leading farmer-owned dairy company. It is the best-selling brand in the UK milk category, with sales in the year up to July 2017 totalling £148.3m. Last year also saw the launch of a new 250ml bottle, introducing the product to the soft drinks aisle for the first time.
Stu Ibberson, Senior Director Marketing at Arla Foods UK, said:
“Arla Cravendale® is one of Britain’s best loved brands, consumed by families across the country. We are very excited to be launching the Moonicow campaign, which reinforces the fresh taste of Cravendale milk which we know our customers value.
“Milk is one of the most important foods produced in the UK and forms an important part of our daily routine, from morning coffee to afternoon tea. Our new Moonicow campaign forms part of Arla’s wider ambition to add value to milk as part of our Strategy 2020 targets, which supports the company’s mission to create opportunities for our farmers owners’ growth.”
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