Castello – one of Arla Foods’ leading brands – is launching a new TV ad campaign today to bring to life the sensations that consumers experience when eating its range of speciality cheeses.
Instead of focusing on provenance, the £1.2 million Sensations campaign aims to explore the complex and intense tastes, textures and flavours of Castello cheeses, in particular Tickler, Creamy Blue and Pineapple Halo.
In the film, the viewer travels through a range of experiences via a central character, with the journey acting as a metaphor for the sensations consumer experience with Castello cheeses. You can watch the TV ad here.
The TV ad kicks off wider Castello brand activity across social media, a partnership with AOL and the Huffington Post, and the Great Yorkshire Show.
The ad will be on air throughout July and on alternate weeks in August.
The campaign follows an incredibly successful year for the Castello brand, which is worth £19.8milion in the UK.
The brand has scooped a clutch of awards this year, including a Gold, three Silvers and a Bronze at the Devon County Show; and a Bronze and Silver at the British Cheese Awards.
Figures for 2016 show that 33% of Castello’s sales were incremental to the total cheese category[1], with 41% of consumers identified as repeat customers[2].
Arla Foods is a global dairy company and co-operative owned by 12,000 dairy farmers with circa 2,500 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®, Arla Cravendale®, and Arla Lactofree® with a turnover of €2.2 billion. The UK is largest market within the Europe Zone, contributing 35% of the zone’s turnover and also comprises 25% of the Group revenue.
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 that later this year will become the first net zero carbon site of its kind. The UK business has a team of approximately 3,500 colleagues located at its dairies, creameries, distribution centres and head office.
[1] Kantar World Panel 52 wk/e January 1, 2017
[2] As above
