White Wednesdays

Background

Arla Foods is the UK's largest farmer owned dairy group. Research shows that the British public is very supportive of the dairy industry and will pay more for milk and dairy if it knows the money is supporting our farmers. With the industry facing tough competition from imports as well as low prices paid by supermarkets, agency Space set out to raise awareness of Arla's unique credentials and encourage people to buy Arla dairy products ahead of Christmas.

Idea

As an everyday staple, milk can be a purchase that little real thought goes into. Arla sought to change all that with a campaign that made people think about milk and where it comes from.

Arla looked to raise awareness of its position as the largest farmer owned dairy group with a feel-good festive splash ahead of Christmas.

Under the theme of White Wednesdays, it ran a series of events that aimed to reach 40 million people and encourage them to get behind farmers and buy Arla products.

The campaign kicked off with a 75-second viral film called Farmer Christmas which gave a touching insight into how dairy industry is made up of individual farmers who strive to deliver our daily pinta. A photo opportunity was also created in the shape of a Christmas tree on London's Southbank made of milk bottles flowing with milk.

Each week a new element built on the White Wednesday proposition, keeping it in the public eye. A cow parade featuring a herd of life-sized cow statues was assembled around various London landmarks such as 'Cowvent' Garden, Abbey Road (made famous by Paul 'Moocartney' and the Beatles) and Westminster Bridge.

White Wednesdays also saw British dairy farmers reach out to the public with a series of events where they thanked consumers for their support with Christmas cards featuring money off vouchers for Arla milk and other dairy products.

Overall White Wednesdays sought to reconnect British consumers with the farmers who produce our milk, promoting Arla as the brand to buy to support this vital sector.