Arla has kicked off a new £100m commitment to promote healthier eating habits by launching a marketing campaign designed to boost consumption of its products around breakfast.
The £100m commitment is part of a plan by the dairy co-op to grow UK revenue by almost a third to £400m by the end of the decade, and will see Arla run a series of campaigns and initiatives to encourage healthier food choices and highlight the nutritional qualities of dairy products.
The Choose Goodness campaign, fronted by TV chef and blogger Gizzi Erskine, encourages Britons to “upgrade the most important meal of the day” by adding more variety into their breakfast repertoire.
Erskine has created seven recipes, one for each day of the week, to encourage Brits to mix-up their breakfast routine and add more dairy where possible. The recipes are accessible on the Arla website and the activity is backed by a comprehensive social media campaign encouraging consumers to share their own seven great days of breakfast using the #choosegoodness hashtag to win a host of breakfast-related prizes.
Arla’s campaign comes as research by the dairy co-op discovered that 82% of Brits usually eat the same thing every morning, even though a majority (51%) of those surveyed recognised that breakfast was the most important meal of the day.
“As part of our ambitious new strategy for growth, we want to educate consumers on the benefits of dairy products wherever possible,” said Arla Foods UK MD Tomas Pietrangeli. “Campaigns such as Choose Goodness are a great example of the ways in which we can support and promote healthier eating habits.”
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