Arla Foods successfully increased consumer awareness and engagement for its Lactofree range through the “Lactofree Freedom to Embrace” campaign, which featured a 3D billboard and on-site sampling.

the cHALLENGE

Arla Foods sought to increase consumer awareness and engagement with its Lactofree range by demonstrating the product’s benefits in a memorable and impactful way. The goal was to break through the clutter in the crowded dairy market, emphasising the lactose-free message while making the brand stand out. Arla needed a creative solution to capture attention and resonate with consumers, driving brand recall and product trial.

the SOLUTION

Arla Foods launched the “Lactofree Freedom to Embrace” campaign to achieve this, featuring a visually striking 3D billboard at the Pump Station in Westfield London. The innovative special build was constructed using 98% recycled materials and created a captivating illusion of lactose-free milk pouring into a glass. This eye-catching display was complemented by on-site sampling, allowing consumers to experience the lactose-free milk firsthand. A dedicated website offering lactose-free recipes and a supporting social media campaign encouraged consumers to explore the benefits of the Lactofree range.

OutcomeS

The campaign achieved top rankings in Kantar’s consumer study on effective OOH ads. The 3D billboard was recognised for its distinctiveness and powerful communication of the lactose-free message, landing in the top 5% of all ads in terms of message conveyance. Additionally, the ad was in the top 15% for being distinctive and in the top 40% for effective branding.

Consumer engagement was high, with 37% of respondents indicating they would definitely tell others about the ad. The campaign’s effectiveness was also reflected in its high visibility and memorability, helping to solidify Arla Lactofree’s position in the market. The on-site sampling further enhanced the success of this campaign, the launch of the UK’s first lactose-free café, and the robust online and social media presence, all of which contributed to increased consumer interaction and brand loyalty.