LACTOFREE MAKES DAIRY DRINKS EDGY
4th January 2008
Arla Food’s Lactofree dairy drink will spill onto the screen at the beginning of January with a new TV ad to further build the brand following its successful launch in January 2006. The creative marks the start of a £3 million multi-media marketing drive which will comprise of national TV and print advertising, sampling, online and PR support. The campaign will support Lactofree throughout the year focusing on the key health and lifestyle seasons.
The advertising, created by Euro RSCG London, is the first national TV support and homes in on the fact that Lactofree has the full taste of real milk, without the lactose. Reflecting Lactofree’s fun and supportive personality, the execution is designed to offer people with lactose intolerance a simple solution.
The advertising will be supported by a number of print ads in key women’s consumer titles as well as advertorials that will include an elimination diet challenge and lactose free recipes using Lactofree.
Online agency, Outside Line has been commissioned to manage and implement Lactofree’s digital communications strategy and continue to build the Lactofree community throughout 2008. The activity includes the revamping of the Lactofree website, which will include a brand new ‘Community Hub’ section. Visit http://www.lactofree.co.uk.
Lactofree’s PR Agency, Euro RSCG Biss Lancaster, will continue to raise awareness around lactose intolerance and drive trial of Lactofree. Activity includes a nationwide Lactofree café that will sample hot teas and coffees using Lactofree at major supermarkets. Euro RSCG Biss Lancaster will also undertake a significant Healthcare Professional programme.
David Cherrie, brand manager, of Arla Foods said “We are really excited about the launch of our 2008 campaign. This is the first time Lactofree has had TV exposure, so we have high expectations of the resulting sales increase. The brand went from strength to strength in 2007, and with the advertising, our new website and a comprehensive PR strategy our motto for this year is ‘bigger, better, stronger!’”
Lactofree is the UK’s only lactose free dairy drink and aims to provide a real milk alternative for those currently having to cut it our of their diets due to lactose intolerance, a condition thought to affect up to 15% of the UK population.
2007 saw the brand grow by 185.20% and Lactofree has recently launched in Ireland and just announced that it will be stocked in Somerfield – in addition to the other leading supermarkets.