Arla Foods UK expands its masterbrand marketing strategy

Arla Foods UK has expanded a marketing approach centred on its corporate brand, aiming to raise consumer awareness of the Arla name alongside the products it produces. The initiative is called “Feed Life”.

The campaign brings together several brands in Arla’s portfolio, including Arla Cravendale, Arla Protein and Arla Skyr. The company said the next stage would seek closer engagement with consumers by connecting its dairy products with routine eating occasions, healthier choices and modern ways of living.

Danny Micklethwaite, vice-president of marketing at Arla Foods UK, said consumers wanted brands that could simplify everyday food decisions. He cited understanding nutritional value, choosing products suited to busy schedules and developing healthier habits as examples of those decisions.

“We believe dairy has an important role to play,” Micklethwaite said. He described the work as a continuing method of developing the Arla brand, creating relevance across product categories, linking the company’s portfolio more closely and supporting consumers as they make daily food choices.

The first major consumer activity in Britain under the “Feed Life” banner will be titled “Breakfast Yourself to Victory”. It is scheduled to appear on television, digital and social-media platforms, as well as through influencers, experiential marketing and out-of-home advertising.

Micklethwaite said the breakfast campaign would present the meal as a source of energy for the demands of present-day life. He said Arla did not intend to ask people to reduce their pace, but to show how breakfast could support their busy routines.