Arla wanted to increase awareness that they were a farmer-owned business, and, drive trial of their range of dairy products. As part of our response we recommended a partnership with Open Farm Sunday – a once-a-year event taking place on farms all across the country. Arla farmers would open their doors to the public (more than 45 of them) to invite thousands of consumers to see the practices and care that go in to making all the delicious Arla products they can find in their local supermarkets. All we had to do was to create comprehensive ‘toolkits’ that could be sent out to the farmers so they could run the events themselves.
We came up with everything – from recruitment posters, flyers and videos to recruit people in the local area to visit on the day, to, educational large format banners and branded giveaways to tell the Arla story.
We also project managed the delivery of the products to the farms themselves which was no easy feat – 30 simultaneous cold room storage deliveries full of Arla goodies were sent out to all the farms on the morning of the event so that when the visitors arrived, they could sample the final piece in the Arla story puzzle.