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.