Kraft emphasises Milka’s “Alpine” brand

Kraft Foods has unveiled a television advertisement for its Milka brand, which will air during Britain’s Got Talent tomorrow night (17 April).

Milka advert

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here