LÄHTÖTILANNE

Arla is a dairy brand in Finland. To give you some background, you need to know two things: First, the dairy market in Finland is huge. We consume more dairy products per person than any other country in the world. You can even find 900-meter-long dairy aisles in stores here.

Second, the dairy market is dominated by one brand, Valio. What Valio does, other brands copy, which has led to very similar brands. Everything looks and feels the same, and there's a focus on romanticizing Finnishness and romanticising rural life.

Before that, we needed a "bridge campaign" here in Finland. Something unique to Arla that sets us apart from the competition. We started working on this about six months ago.

We did a lot of smart groundwork – audience segmentation, creative counter-strategies, etc. – and developed a brand concept called "For those hungry for life." It connects both Arla’s ambitions and behavior in Finland, as well as the mindset of our most promising audience.