Arla | Content | Social | Influencer

Choose Goodness

This summer saw us launch Arla’s first brand campaign that had one simple goal: ‘make easting simple and joyful’.

Arla wanted to start with breakfast and encourage Brits to ‘Choose Goodness’ as opposed to the standard piece of toast or croissant. Rather than a traditional PR role they turned to Cow to play a wider agency role across creative, social, digital, experiential and PR. They wanted an ambassador led campaign, to spread their message in a credible way, a media partnership and experiential event to give them reach and also a PR platform that could deliver national news coverage.

TV chef, writer and author Gizzi Erskine was signed up as our ambassador and got to work to create seven original breakfast recipes, one for each day of the week. These recipes formed great content for the rest of the campaign, but how would we launch them to press in an interesting, news worthy way?

Welcome to the Museum of Breakfast, an edible exhibition of morning meals from the past 600 years, to show Brits not only how important the first meal of the day is but also how it has evolved over time. Gizzi’s recipe were featured as the modern day breakfast, which people could enjoy in the Museum Cafe after working their way through the chronological journey of breakfast history. The event gave us a novel route into influencing consumers first hand via a clever experiential as well as a way to grab the headlines, with coverage in The Metro, Sunday Telegraph, Timeout, London Evening Standard, Women’s Health, BBC World Service and many more.

A partnership with Bauer ran alongside the campaign with a competition running across Magic FM and Closer magazine. We also ran a regional influencer and blogger programme, to give the campaign relevance outside of London and recruit a group of genuine brand advocates to spread Arla’s message.

 

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