W+K London Marches into the Morning with New Arla Campaign

Arla Foods’ main brand, Arla, has launched a new campaign which aims to unite the Arla brand across different markets and introduces a new brand platform of ‘Natural Goodness’ with the line: Let in the goodness.

The global re-launch campaign, created by Wieden+Kennedy London, will form the basis of local campaigns in several markets, led by Denmark, Sweden, Finland and the Netherlands. The campaign seeks to communicate the Let in the goodness message in an emotional way, encouraging the public to make the most of the day, whatever it may hold. 

The new platform launches with a TV commercial, directed by Mark Molloy, and a print campaign shot by photographer and food writer, Stephanie Congdon Barnes of www.3191milesapart.com. The print campaign features Congdon Barnes’ own friends and family captured in an un-staged, journalistic style.

The campaign is based on extensive research into the unique role dairy products play in consumers’ everyday lives, nourishing both body and soul. Whether it’s slurping an overflowing glass of milk or munching on buttered toast, the campaign highlights dairy as the thread of natural goodness that runs through life and prepares us for greatness each and every day. The work celebrates Arla’s reputation for producing and exporting natural and healthy dairy products.

The lead TV spot gives a glimpse into the morning routines of a broad cast of characters, juxtaposing familiar moments with a rousing voiceover that echoes the rhetoric of historical speeches. 

Several product-focused campaigns have also been developed by Wieden+Kennedy London across the ‘Natural Goodness’ platform, starting with Arla Kærgarden butter in Germany and a campaign supporting Arla Finland’s commitment to sourcing local milk. These will be followed later in 2014 by work supporting Arla Buko cream cheese and the Arla Ko breakfast range in Germany and Sweden respectively.