Creative agency Space has been appointed by Arla to support the launch and ongoing development of Arla Best of Both, the UK’s first yellow-top milk. Space’s remit covers live brand activation as well as digital and social.Best of Both is the first milk with the low fat of skimmed but the taste of semi-skimmed. It is a skimmed milk that is pasteurised, filtered and enriched with natural protein to deliver a taste and texture like 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 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.
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: “Arla’s BOB is a genuinely innovative product launching into one of the most traditional grocery aisles. Shaking up the milk industry is a tough job, but we think joy and good news is the way to create real intimacy. Social platforms like Twitter and Instagram are where uplifting news and inspiration can reach people from morning until night.
“In addition, experiential activity is absolutely vital to BOB because we’re making a taste claim, and without proof people might not believe what Arla is saying.”
Stuart Ibberson, UK category director at Arla Foods, 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.”