The ad is Kraft’s attempt to establish the Milka brand in the UK. It aims to establish Milka’s quality credentials and point of difference “by informing UK consumers that Milka chocolate is so delicious because it is made with Apline milk.”
Milka is Kraft’s equivalent to Cadbury’s Dairy Milk. The US food giant, which has owned Cadbury since February, is looking to position the two chocolates alongside each other by emphasising the “Alpine” point of difference.
Ogilvy Advertising has created the ad. It features Alpine cows disguised as horses, sheep, ducks and chickens, all in a bid to keep Milka’s “secret” hidden.
Milka UK marketing director, Mark Sugden, has led the campaign.
The TV ad will run for 4 weeks, with a second burst planned in September. Print ads will appear in magazines including Hello, Reveal, Closer, OK!. Elle, Marie Claire, Cosmopolitan and Sainsbury’s Magazine from 1 May. Outdoor ads will also appear.
Online, digital and point of sale activity will be planned by Ogilvy Action and Golin Harris will handle PR.