Arla asked Mother to help develop one of three key business pillars; butter, milk and cheese.The brand had to communicate quality, but be true to their populist manufacturing processes.

This isn’t artisan cheese, but it’s good quality and accessible to everyone.We could give consumers a way to navigate the different cheese types that was more social, if we could get consumers to reappraise and drive trial of this brand – we knew from repeat purchase rates that the product was likely to become a favourite.