Arla was launching a cluttered retail dairy market in the United States. Since Arla has always done things differently, we knew that we had to have a different launch, too. Arla stands for a simple, unprocessed lifestyle and never uses any weird additives or preservatives when making their cheese. Since Arla doesn’t use any ingredients that a kid couldn’t recognize, we turned to real kids to help us with our campaign. We asked kids what they thought these weird sounding additives and preservatives are. Of course they had no idea, because most people don’t. Together with the kids, we brought their ideas to life through an integrated campaign with the kids working as our directors.

To launch our brand in the United States, we first cast real kids and their real moms to help us imagine what these weird additives that other cheese companies use look like. The kids were partnered with animators who brought their fantastical stories and drawings to life.

Using the advertising elements as an anchor, we created a holistic public relations campaign showcasing the kids behind the idea, engaging influential moms and inviting media to help us tell the story about unprocessing our lives.

The launch was held during the Tribeca Film Festival and debuted our documentaries detailing the process of bringing the children’s imaginations to life. Other key influencers and high-profile media joined the celebrity influencers. Media unable to attend the event were surprised with hand-delivered Arla branded glass mini-fridges stocked with cheese for their offices. A new partnership between Arla and No Kid Hungry was also announced.

After just one week, we have reached over 200 million media impressions. We made the national news and our movement was picked up by our target market, moms, favorite publications and news sources: People, Food & Wine, The View, NBC and the list is still growing. Our industry peers have recognized us as Creativity Online’s Pick of the Day.