The company’s new strategy includes a new logo and the concentration of all its brands into three: Arla (natural, grated, block or cut cheeses), Lurpak (butter) and Castello (Premium cheeses).
Arla Foods will make a big effort this year and will invest four million euros in the campaign for its Arla Finello brand. His goals: to double sales in Spain between now and 2012, according to Spanish magazine marketingnews. For Arla Foods, the Spanish market is the second most important foreign market, after Germany.
The company’s new strategy includes a new logo and the concentration of all its brands into three: Arla (natural, grated, block or cut cheeses), Lurpak (butter) and Castello (Premium cheeses). It also launches a new slogan for the Arla brand: “Passion for nature.”
The most important campaign for the advertiser this year will be for its Finello brand (which is included in the Arla brand and covers various references of grated cheese), the first wave of which will start in the first week of March on television with the aim of reaching 91% of housewives. As a supplement to the television campaign, an outdoor campaign, direct marketing and on-pack are also planned. In addition, Arla will create an online community to which it will communicate offers and recipes. For the second wave, the Internet will be incorporated into the media plan and cross-promotion with another food brand with the same target, although they have not yet determined which one.
The creativity of the offline campaign is an international adaptation of McCann Erickson, the media is designed by Carat, and Uncommon is in charge of unconventional actions and the online community.
Despite the economic situation, the grated cheese category continues to grow (+8.2%), according to Nielsen data. This comes from manufacturer and distributor brands, not just because of price, but because of greater penetration and greater frequency of purchase.
Although Finello is its star brand, Lurpak butter boasts a wider distribution in the rest of the world. Arla Foods decided to introduce it to Spain, where the category is stable, except in the light spread segment, which is growing. The brand will be available in two variants, plain and easily spreadable. His marketing plan for 2009 will be focused on BTL promotions, with a heavy emphasis on product testing.
Marianne Bach, marketing director of Arla Foods, announced that for 2010, an investment of 8 million euros is planned in advertising, four in the Finello brand, and the other four in Lurpak.