Arla has invested £3m in a campaign for its Cravendale milk brand.
The Moonicow campaign is part of the brand’s 2020 strategy, which hopes to add value to the UK milk category over the next three years.
A documentary-style advert features the fictional village of Cravendale, where the residents claim its fresh tasting milk comes from the mythical moonicow.
It will run throughout August on TV, video on demand and social media, and will be supported by celebrities and food bloggers.
Arla Cravendale was “one of Britain’s best-loved brands, consumed by families across the country” said Stu Ibberson, senior director marketing at Arla Foods UK. “We are very excited to be launching the Moonicow campaign, which reinforces the fresh taste of Cravendale milk which we know our customers value.”
The new ad joins Arla’s existing marketing push across all the dairy co-op’s flagship brands, which urges consumers to ‘Eat Monday for Breakfast’. It will run until late October.
Arla’s 2020 plan also aims to make the supplier a household brand, highlight the nutritional qualities of dairy products, and encourage healthier food choices.