Arla Foods debuts its first-ever, fully integrated US brand campaign today called 'Live Unprocessed,' developed in partnership with agency of record, Carmichael Lynch. The $30 million campaign coincides with Arla’s rapid and bold expansion into the US grocery retail dairy aisle and comes at a tipping point of Americans’ increasingly voracious desire to know more about the products they’re eating and feeding their families.
“Arla has an authentic, time-honoured farm-to-fridge heritage of producing natural, better-for-you products free from artificial flavors, preservatives and added hormones. This is who Arla is at its core, a dairy cooperative that does things the right way, the type of company people seek out so they can feel good about what they're serving their families,” said Don Stohrer Jr., CEO of Arla Foods US “We’re on a mission here to change people’s notion that taste and better-for-you attributes are mutually exclusive. Arla proves you can have the best of both worlds with our great-tasting, clean label products made only with ingredients that you can recognise.”
In talking about the campaign, Stohrer Jr. continued, “Our new ‘Live Unprocessed’ campaign is designed to highlight the benefits of Arla products in a fresh, fun, disruptive way that we think will resonate with today’s ‘ingredient savvy’ consumer.”
The campaign asked kids what — or who — they thought rBST, xanthan and sorbic acid were, without letting them know that they were ingredients often found in competitors’ sliced and cream cheeses. The kids were partnered with animators who brought their fantastical stories and drawings to life in two 30-second spots, 'Xanthan' and 'rBST.'
“It was an impressive leap of faith on Arla's part to say, 'we don't know what these kids will say, or what stories they'll come up with, but let's go for it',” said Carmichael Lynch chief creative officer Marty Senn. “The whole approach to the project, from everyone involved, felt genuinely unprocessed. Forget what a boardroom of marketing execs thinks about these ingredients. What do kids think? They won't mince words.”
“Live Unprocessed” features the two hero television spots, airing across 20+ national cable networks, broadcast and video on demand, as well as digital, social media, print and in-store retail support. The campaign will also be supported with public relations, consumer promotions and custom content integrations with top publishers and celebrity influencers, including Daphne Oz and Ayesha Curry, managed by public relations AOR, Carmichael Lynch Relate.
A premiere event, featuring the spots and the debut of a behind-the-scenes documentary detailing the process of bringing the children’s imaginations to life, will be held at the Village East Cinema in New York City on April 25th.
In addition to the planned media placements, the spots can be found on the company’s website, YouTube and Facebook page.
Full Credits List
Agency: Carmichael Lynch
Chief Creative Officer: Marty Senn
Creative Directors: Brian Lambert and Tom Sebanc
Senior Writer: Ryan Falch
Senior Art Director: Doug Pedersen
Head of Production: Joe Grundhoefer
Executive Content Producer: Freddie Richards
Director of Business Affairs: Vicki Oachs
Senior Director of Brand Marketing: Emily Buchanan
Account Director: Sarah Scherbring
Account Supervisor: Anna Zuehlke
Senior Project Manager: Jessica Anderson
LIVE ACTION PRODUCTION:
Production Company: MAKE
Director: Jay Heyman
Executive Producer: Dana Locatell
Supervising Producer: Tim Mack
Producer: Holland Kemp
Director of Photography: Bill Winters
ANIMATION AND POST PRODUCTION:
Production Company: Hornet
Directors: Yves Geleyn, Dan & Jason
Executive Producer: Hana Shimizu
Head of Production: Sang-Jin Bae
Development Producer: Kristin Labriola
Producer: Desirée Stavracos
Editor: Anita Chao
Production Coordinator: Riley Spencer
Xanthan:
Director: Yves Geleyn
Designer: Glenn Hernandez, Yves Geleyn
Storyboards: Tony Maki
Lead Compositor: John Mattiuzzi
Compositor: Bea Walling, John Stanch
Line Producer: Joel Kretchman
Director of Photography: Toby Howell
Art Director: Tim McDonald
Animator(s): Pete List, Matt Christensen
Gaffer: Michael Yetter
Motion Control Operator: Richard Coppola
BB Electric: Chris Clarke
Key Grip: Garrett Cantrell
2nd Grip: Will Gottlieb
Sculptor: Michael Defeo
Fabricator(s): Pete Erickson, Hillary Barton, Illya Smelansky, Samantha Smith, Melissa Chow, Matt Christensen, Royal Jarmon, David Assel
Art Dept. Intern: Matt Scharenbroich
Matte Painter: Patrick O’Keefe
Color Correct: Shawn Knight
rBST:
Director: Dan & Jason
Designer: Eran Hilleli
Storyboards: Jeff Biancalana and Stephanie Dere
Lead CG: Eric Lane
Lead Compositor: Herculano Fernandes
Modeller: Gabe Askew, Eric Lane
Texturer: Gabe Askew, Eric Lane
Rigger: Brett Taggert
Lighting & Rendering: Kwan Au
Camera: Eric Lane
Pre-Viz: Eric Lane
Animators: Roman Kobryn, Eric Chou
CG Layout Artist: Eric Lane
Matte Painter: Eran Helleli
Color Correct: Shawn Knight
Documentary:
Creative Directors: Dan & Jason
Documentary Editor: Jonah Oskow
Social Teaser Editor: RJ Glass
MUSIC/SOUND:
TVC Music Company: Human
Sound Design: Antfood
Audio Mix: Heard City
TALENT:
Voice Over Talent: Audrey Stanfield (Announcer)
Xanthan Boy: Johnny Rocco
Xanthan Mom: Iris Moreira
rBST Girl: Leah Griffin
rBST Mom: Lori Rosario-Griffin