When you think of Arla you’re likely to envision happy cows and a tall glass of milk. But with over 26 different brands and an ever-changing portfolio they needed partners with a creative and flexible approach to help maintain Arla’s leading position in the dairy market.

Even since KESO® was first introduced to the Swedish market in the 1950s, cottage cheese was the obvious first choice for people with a healthy lifestyle – until quark entered the market in the 2010s. KESO® needed a new concept to prove that cottage cheese is both tasty and high in protein – perfect for people on the go.

With this trinity in mind, we created the concept “Gör det lite lättare” (Makes Life a Little Easier) which in itself has a duality with a play of the word lightness to accentuate product benefits. The feeling of elevation was a central part of every output – from TVC to social media and OOH. Even the copy and music were uplifting. The concept proved successful and KESO® did not only reclaim its position they also exceeded sales targets by an impressive margin.

Arla had a large portfolio of filling and healthy products that had to merge into one strong position – hence the need for a healthy filling category. To increase sales of greek yogurt, quark, and yogurt-quark we built frequency and relevance for throughout-the-day consumption by focusing on purchase drivers: filling, great tasting, and healthy. The target group was young adults.

Arla was about to introduce classic ready-made desserts under a new brand: Dreamy Dessert. The goal was to become market leaders within chilled desserts and ad competitive advantage for Arla as a whole. We developed and delivered a platform with the concept “Lite för goda” (Simply too Good) focusing on indulgence, inspiring Swedes to challenge the traditional fika – and enjoy the taste of a truly Dreamy Dessert.

With this in mind, we created a warm and playful campaign that played with the idea that sometimes, a treat is simply too good to resist.