Launching Arla BOB to the nation
Space has been appointed by Arla, the UK’s largest farmer-owned dairy company, to support the launch and ongoing development of a game-changing concept in the milk aisle: Arla Best of Both (BOB), the country’s first yellow-top milk. Space’s remit covers live brand activation as well as digital and social.
Best of Both is the first-ever milk with the low fat of skimmed but tasting as good as semi-skimmed. It is a skimmed milk that is pasteurised, filtered and enriched with natural protein to deliver a taste and texture that’s as good as semi-skimmed. Based on a process that took three years to develop, it combines traditional dairy craftsmanship with industry-first technology.
Space has created a social strategy for BOB based on an ‘uncompromisingly uplifting life’, giving consumers light-hearted and joyful content on their social feeds. All the social posts will also have a splash of yellow to establish the colour and highlight that Arla is introducing a brand-new tint to the traditionally blue-, green- and red-topped milk aisle.
The live brand activation crafted by Space adds another dimension: it involves a branded milk float and ‘hot truck’, both of which will build awareness for the brand as they tour around the UK and also give consumers the opportunity to trial BOB for themselves, proving the taste claim.
The first half of their nationwide tour will take place in February, to coincide with the TV ad campaign, and the second half in the summer. The float will drive around UK towns with a milkman delivering bottles of BOB to people’s houses and offering a coupon to encourage them to their local store, while the hot truck will offer people muesli, tea and coffee served with BOB so people are able to try the product for themselves. The truck will target high streets, train stations, supermarket car parks and businesses.
David Atkinson, managing partner, at Space, comments: “It has been a thrill to be working with Arla to bring a real dairy game-changer to market in 2016. The dairy industry plays a critical role in our diets and we hope that Best Of Both will add some joy and good news to a category that is often taken for granted. We will provide an uplifting experience, whether physically or digitally, and introduce BOB to millions of new homes. In years to come, I suspect we won’t ever remember a life without yellow top milk.”
An Arla Foods spokesperson comments: “Space understood just how big this launch really is. We’re getting the message out in an eye-catching way that fits milk’s feel-good factor.
“Our consumers have told us that they are increasingly seeking healthier daily choices, but skimmed milk is seen by many as a compromise too far. So after three years of research, we’re making a brave new promise to milk drinkers: you can enjoy the best of both worlds. Space is helping us deliver on that pledge.”
Arla BOB will be announced to the UK via a nationwide TV campaign starting on 8th February 2016 as the new product becomes available in supermarket aisles. The ad shows BOB coming to a town called ‘Compromise’ and is part of a £7m integrated marketing campaign spanning shopper, outdoor, press, digital, social and PR. Arla BOB will sit alongside Arla Cravendale®, Lurpak® and Anchor® with Arla’s portfolio of major dairy brands.
Space works on a number of other Arla brands and has now been appointed as the chosen agency for BOB across the key social and experiential channels.