Arla brand range

Arla Foods is set to launch a new marketing push urging consumers to “Eat Monday for Breakfast”.

The campaign, which will run from 7 May until late October, will showcase the dairy co-op’s flagship brands and suggest, by eating dairy and having the right attitude, consumers can face Monday head on.

It will feature a 30-second video shown on catch-up TV and on YouTube on Sunday nights, and digital outdoor ads targeting people on their Monday morning commutes. Three videos will also run on The Huffington Post, featuring comedian Nick Helm as he meets three different people who all get up early as part of their job.

Arla brands including Cravendale, Lactofree, Skyr, Best of Both and Arla Protein will feature in the campaign.

“This new activity builds on the success of last year’s Choose Goodness breakfast campaign, which was a great success,” said Stuart Ibberson, senior director of marketing at Arla Foods.

“As part of our UK Strategy 2020 plan, we have ambitions to make Arla a household brand, encourage healthier food choices and highlight the nutritional qualities of dairy products. By continuing to focus on the most important meal of the day, we believe we can achieve these aims.”

Sales across the Arla portfolio grew by £37.8m in 2016, with Lactofree value sales up by 17.2% and Skyr more than doubling in value over the year [Nielsen 52 w/e 31 December 2016].