Arla Food Fest

From farm to fork

Objective
Arla wanted to raise the brand’s approval among young families and tweens in the Copenhagen area. Arla is Denmark’s biggest dairy brand with a very dominant market position and has suffered from low sympathy among opinion setting parts of the Danish population.

Strategy
Arla wanted to get close to the critical consumers and get them to experience the brand and its many sub-brands in new and surprising ways.

Idea
At the Arla Food Fest kids and their parents meet Arla’s extensive product range through a series of fun activities that combine health messages and product features with fun and physical activity. With on-site pet cows, food shows and music concerts the festival is a chance for city people to experience the journey from farm to fork.

Execution

  • Concept and design for activities
  • On site construction
  • Event coordination
  • Manning of activities