Arla Foods Launches New National “Live Unprocessed™” Brand Campaign

BASKING RIDGE, N.J., April 25, 2017 -- Arla Foods — a Denmark-based farm-to-fridge dairy cooperative whose core values are rooted in environmental responsibility, animal welfare, sustainability and doing things the right way — debuts its first-ever fully integrated U.S. brand campaign today. The $30 million campaign coincides with Arla’s rapid and bold expansion into the U.S. grocery retail dairy aisle and comes at a tipping point of Americans’ increasingly voracious desire to know more about the products they’re eating and feeding their families.

The campaign asked kids what — or who — they thought rBST, xanthan and sorbic acid were, without letting them know that they were ingredients often found in sliced and cream cheeses. The kids were partnered with animators who brought their fantastical stories and drawings to life in two 30-second commercials. 

“Live Unprocessed^TM” launches in April, featuring a television buy across 20+ national cable networks, broadcast and video on demand as well as custom content integrations with top publishers and celebrity influencers, such as Daphne Oz and Ayesha Curry. The brand campaign will also be supported with print, digital, social, public relations, consumer promotions and retail support. A premiere event, featuring the spots and debut of a behind-the-scenes documentary detailing the process of bringing the children’s imaginations to life in the animations, will be held at the Village East Cinema in New York City on April 25.

“Arla has an authentic, time-honored farm-to-fridge heritage of producing natural, better-for-you products free from artificial flavors, preservatives and added hormones.  This is who Arla is at its core, a dairy cooperative which does things the right way, the type of company people seek out so they can feel good about what they're serving their families,” said Don Stohrer Jr., CEO of Arla Foods U.S. “We’re on a mission here to change people’s notion that taste and better-for-you attributes are mutually exclusive. Arla proves you can have the best of both worlds that with our great-tasting, clean label products made only with ingredients that you can recognize.  Our new Live Unprocessed campaign is designed to highlight the benefits of Arla products in a fresh, fun, disruptive way that we think will resonate with today’s ‘ingredient savvy’ consumer.”

In addition to the planned media placements, the spots can be found on the company’s website, YouTube and Facebook page. Arla’s agency of record, Minneapolis-based Carmichael Lynch and Carmichael Lynch Relate, created the brand campaign.

About Arla Foods
Arla, the fourth largest dairy in the world, is a Denmark-based cooperative owned by dairy farmers and a true farm-to-fridge company. It is 100 percent farmer-owned by more than 12,500 farmers – with products sold in more than 100 countries. Arla cream cheese is produced in Arla’s Holstebro dairy in Denmark. Arla Havarti, Gouda, Muenster and Fontina products are all produced at the Hollandtown Dairy in Kaukauna, Wis. All Arla cheese is naturally good, free of added artificial hormones*, artificial flavors and preservatives and crafted with quality, natural ingredients. From breakfasts to afternoon snacks and everything in-between, Arla is the better-for-you cheese families will love.

Available at grocery stores nationwide, Arla’s current product line includes cream cheese, sliced cheese and snack cheese, with additional product categories quickly following. For more information or to find a retailer near you, visit ArlaUSA.com and follow us on Facebook and Instagram.

* Made with milk from cows not treated with rBST. No significant difference has been shown between milk derived from rBST-treated and non-rBST-treated cows.

For more information:          
Katie Ruesgen 
Carmichael Lynch Relate
212-494-8607
[email protected]