Arla Foods

Challenge

Goals of the campaign Arla launched a wide range of protein products, including Arla Protein, and wanted to increase awareness of these products among the active target group. 

 

Solution Arla Protein wanted to be exposed to both sexes and therefore chose, in consultation with citrus media, to put up posters in Fitness World's centers across the country. 

The posters hung in the centres' busiest areas - e.g. entrances and exits, extension areas and other strategic areas. At the same time, posters were put up in selected men's and women's changing rooms, where the posters hung on the back of the doors to the changing rooms. This ensured that the members in the changing rooms were exposed to the campaign without noise. 

On the Fitness World TV screens, Arla Protein had a TV spot running, which was shown on all the screens in the center and could simultaneously be heard over the center's speakers in the areas where there were no screens. 

The campaign ran in 2 bursts in the period weeks 22 - 27 + 37-38. 

 

Result Arla came out to more than 2 million. visitors in the 4 weeks the campaign ran.