Arla

Helping farmers make their dairy brand famous

CHALLENGE

Our client Arla needed help in making them famous as one of the biggest dairy brands in the UK. In a wide ranging brief, MHP were tasked with building influence and raising awareness
of the Arla corporate brand. The challenge was to make sure that people understood the co-operative model and recognized the work Arla does on behalf of farmers throughout the UK.

APPROACH

We used social listening tools to monitor where conversations about agriculture and the diary industry were taking place online. Having built up a database we deployed an integrated outreach and engagement programme to help Arla navigate the industry challenges to identify and tailor conversations for the earned media space. The research contributed to a calendar of activity to introduce and build the profile of Arla in the UK.

IMPACT

We have successfully established Arla’s corporate brand over 18 months from almost zero brand recognition in the UK to one where Arla branded products are on our shelves and the go-to commentator for media on the dairy industry. This included a one hour documentary, a whole morning of BBC Breakfast coverage and fostering a new corporate Twitter following which saw a 230% increase in followers in the first half of 2015 alone.