Brands take to the big screen

ADS and sponsorships will keep TV viewers up to date with dairy developments throughout this year.
Arla Foods launched a new ad for its Icelandic style yogurt Skyr on television and in cinemas at the start of the year.

Arla Foods has launched a commercial called The Judge for its Skyr yogurt brand and Rachel’s has created a series of humorous short films, including one where a woman abandons cleaning her kitchen to enjoy some yogurt, as part of its sponsorship of the Good Food channel.

Brand manager Louise Hagger said the ad, called The Judge, captures focuses on highlighting the strength of Iceland,  featuring everyday folk doing adventurous things.
She added: “Skyr was brought to the UK in April 2015, achieving sales of £16.6m.”

• Rachel’s Organic has taken on a 12-month sponsorship of the Good Food channel and has created a series of 14 short films featuring its bestselling yogurts to appear before food shows including Great British Bake Off as well as Good Food’s own programmes.
Last month, Rachel’s announced that it was adding an on-the-go spoon to its Greek style yogurt breakfast pots.
Marketing manager Daniel Wheeler said: “Following some great consumer feedback on our breakfast pot range, it was evident that the inclusion of on-the-go spoons should be the next step.”

Danone recently launched a campaign, including TV advertising, to raise awareness of Activia among lifestyle conscious women.

• Danone has created the In Sync campaign to raise awareness of Activia among lifestyle-conscious women above the age of 30.
As well as TV, the campaign includes outdoor advertising, PR, online activity and in-store promotion.
Ambassadors for the campaign include singer Katherine Jenkins and jockey and former cyclist Victoria Pendleton.

RELATED ARTICLESMORE FROM AUTHOR