Arla
Working with Arla was a fascinating insight into the world of a large FMCG where every campaign is a balancing act between the needs of the masterbrand and those of an individual product or market. Launching Arla Skyr and getting a unique insight into how the Nordic markets operate were particular highlights.
Launching Arla Skyr
Introducing the first widely available Icelandic-style skyr to the UK through tales of everyday Icelandic strength.
‘The Messenger’, directed by Dougal Wilson, helped drive sales of over 1.5 million tonnes, exceeding business targets and creating a brand worth nearly £5m in less than 6 months. Arla Skyr was voted Product of the Year 2016 (Yoghurt Category) and the campaign continued with ‘The Judge’, directed by Adam Hashemi, in 2017.
Arla Protein
Another product launch, this time with a Finnish twist. Arla Protein is a quark yogurt that first appeared in Finland and is now sold across Europe. We wanted to distinguish the product from many aggressive, macho brands that dominate the market. This is everyday protein to give you everyday strength.
In Finland they even have a word for this sort of resilience: ‘sisu’. So, to launch the product in Finland we shared stories of ‘sisu’ and encouraged Finns to ‘stay strong’. We even projected these stories on key buildings during the deep, dark Finnish winter.
When the product was launched in the UK we zeroed in on post-gym usage occasion but lampooned the unrealistic, macho expectations heaped on gym-goers by other brands.
“A student of from the Helsinki University of Art and Design, was once invited to show his work at the modern museum of art in New York City. The night before he was to ship his final project, the janitors found it, mistook it for a piece of scrap metal, and threw it into the recyclable bin. He went on to become one of Helsinki’s most renowned artists, but he still has to guard his work from the janitors. Eat Arla Protein and Stay Strong, aspiring artists of Finland.”
“Eventually the snow will melt. And then will come the mosquitos. Eat Arla Protein and Stay Strong, Finland.”
“Every New Year’s Eve, in order to settle his nerves, Johanna Virtanen’s cat, Mordecai, crawls into the crevice between the washing machine and the refrigerator. Some day, Johanna hopes that Mordecai will grow too large to fit into the crevice, until then she uses an electric hairdryer to get him out. Eat Arla protein and stay strong, pet owners of Finland.”
“Eat Arla Protein and build snowmen with your bare hands.”
Made with a vast herd at Wieden+Kennedy London, special nods to Rachel Hamburger (Planner), Thom Whitaker & Danielle Noël (Creatives, Skyr), Dave Day (Creative Director, Skyr)