This milk brand is highlighting cows' wellbeing with singing farmers
W+K London created campaign for Arla Cravendale focusing on milk quality
Oct 18, 2022
Amid high inflation, U.K. premium food brands are leaning heavily into promoting animals' welfare at the moment, as well as supermarkets such as Waitrose spotlighting food producers in a bid to explain why its prices might be higher than those of other retailers.
With the cost of milk also rocketing, milk brand Arla Cravendale appears to have gone down a similar route. Its new campaign via Wieden + Kennedy features a series of (real-life) farmers breaking into song -- in this case, Rozalla’s iconic ‘90s dance track "Everybody’s Free" -- in order to highlight that its products come from free-to-graze cows.
The film, directed by Sam Hibbard and produced by Somesuch, retains a nod to the comedy-led strategy that has fueled Cravendale in the past with campaigns like "Cats With Thumbs" -- some of the the farmers' renditions are hilariously off-key, if heartbreakingly sincere. But the message is a serious one. The spot is supported by a nationwide out of home campaign, also heroing the farmers and their cows.