Arla launches ads for Lurpak and Cravendale

Arla Foods is launching new television adverts for its Lurpak and Cravendale brands, which will both break today (January 12) in a sign of a new battle for the breakfast table.

Lurpak, Joy of Creation advert
Lurpak, Joy of Creation advert

The ads, which have both been created by agency Wieden & Kennedy, form part of Arla’s aim to increase brand awareness for the milk and butter brands in 2010.

Lurpak is launching a £12m marketing campaign throughout 2010 that uses a new creative called the ‘Joy of Creation’. It aims to explore the pride and sense of achievement felt when cooking from scratch.

The initial burst of ads will run until the end of March and will return to TV screens again throughout the year.

The marketing campaign will also include the introduction of new branded lorries, digital activity targeting bloggers who are passionate about food, a new website and a 5,000 site outdoor poster campaign.

It will use straplines like ‘Pride, you won’t find it in a ready meal’, the campaign taps into the brand’s over arching message that ‘Good Food Deserves Lurpak’.

Stuart Ibberson, group brand manager at Arla Foods, says: “We’re really excited about our 2010 marketing plans for Lurpak. Not only have we increased our investment compared to 2009 but we’re also planning to explore new ways to target consumers and bloggers.

“The 2010 advertising campaign will continue to see us target ‘gourmet foodies’ who enjoy scratch cooking and using quality ingredients but we also hope to recruit new younger consumers too. We strongly recommend retailers ensure they are fully stocked of the full Lurpak range in anticipation of increased demand.”

Meanwhile, milk brand Cravedale is launching a new advert in its Cow, Pirate and Cyclist series.

The new TV advert, ‘Time Travellers’ will feature the famous animated Cravendale characters, Cow, Cyclist and Pirate that were introduced in 2007. Arla say it will highlight what it considers the brand’s unique selling point: “Cravendale stays fresher for longer, 7 days once opened, 21 days unopened.”

A shortened version of the ad will also be running on the video on demand channels 4 On Demand and ITV Player and the TV is supported by a print and radio campaign that will break in April. Last year’s advert ‘Bad Bull’ will also be back on air highlighting Cravendale’s purity.

Cravendale’s brand manager, Sam Dolan, says: “This advert in the series could be our best yet, it delivers the rational benefit of ‘fresher for longer’ through the engaging and wacky characters we know our consumers love”

Dairy Crest launched a campaign featuring former Sex Pistol John Lydon as its spokesman last year. The campaign was created by Grey London and helped to boost sales of the brand.

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