Arla has unveiled a first of its kind billboard as part of its LactoFREE brand’s Freedom to Embrace campaign.
Sited outside Westfield in White City from 19 June, the installation appears to feature a giant carton of lactose-free milk being poured into a cup, with a fountain of real liquid which flows from spout to cup.
The ad is the first of its kind and is part of a six-figure campaign that will include a sampling activation, inviting consumers to enjoy the simple goodness of Arla LactoFREE milk, and the launch of UK’s first lactose free café in West London.
Customers will also be directed to visit the brands’ website, where they will find a host of delicious lactose-free recipes, while the social media campaign will encourage consumers to experience the ‘good feeling’ of the Arla LactoFREE range.
“Arla LactoFREE was the first major lactose-free milk on the market, opening up the great taste of regular cow’s milk to those who wanted something without lactose, so it’s fitting we’re the first to unveil an attention-grabbing installation like this,” Laura Butler, senior brand manager at Arla, said.
“While shoppers at Westfield, White City, will be able to see it first hand, our wider marketing campaign this summer will mean consumers across the country will be able to take part and experience the feel-good factor of Arla LactoFREE.”
Alongside the billboard at Westfield, Arla LactoFREE has a heavy-weight digital out of home campaign across the country. The creative for the digital campaign has been adapted in collaboration with the ADHD foundation to incorporate design features to make it more accessible for the neurodiverse, including specific colour and font usage.
Arla LactoFREE products are made from real cow’s milk but free from lactose - a milk sugar that is found in all dairy and milk products like ice cream and milk chocolate - with the help of a lactase enzyme and a special filter technique.
Jo Taylorson