This milk brand is highlighting cows' wellbeing with singing farmers

W+K London created campaign for Arla Cravendale focusing on milk quality

Published On
Oct 18, 2022

Editor's Pick

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.



Female farmer with cow in green meadow


Oct 18, 2022
Agency :
Wieden & Kennedy-London
Client :
Creative Director :
Joe De Souza
Creative Director :
Juan Sevilla
Creative :
Conrad Haddaway
Creative :
Sherwin Teoyikai
Creative :
Will Wells
Executive Creative Director :
Susan Hoffman
Group Account Director :
Frankie Yeates
Account Director :
Abby Walsh
Account Manager :
Zoe Manyonda
Chief Strategy Officer :
Dan Hill
Planner :
James Bennett
Comms Planning Director :
Sidney Henne
TV Producer :
Sahar Bluck
Business Affairs :
Becky Day
Production Company :
Director :
Sam Hibbard
Executive Producer / Managing Director :
Scott O'Donnell
Production Company Producer :
Jude Vermeulen
Production Manager :
Glyn Davidson
Director of Photography :
Daniel Landin
Production Designer :
Sami Khan
Editorial Company :
Editor :
Matt Newman
Edit Producer :
Ella Sedgwick
VFX Company :
Sound Company :
Sound Designer :
Sam Ashwell
Sound Producer :
Olivia Ray
Music Company :
Twenty Below Music
Music Supervisor & Producer :
Emily Pritchard

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