Arla Foods | Company Profile, Marketing Contacts, Media Spend, Brands
Arla Foods is a major supplier of specialty cheese and dairy products. The company has three major brands: Arla, Lurpak and Castello cheeses that are sold worldwide.
|Main Telephone||0113 382 7000|
|Main Fax||0113 382 7030|
Arla Foods ContactsContacts (5/21)
|Ash A.||Senior Vice President, Marketing||West Yorkshire|
Sample of Associated Brands
|Danny M.||Vice President, Global Brand Strategy, Brand Portfolio & Marketing Capability||West Yorkshire|
|David B.||Senior Director, Category Management||West Yorkshire|
|Katie B.||Marketing Director - Cheese||West Yorkshire|
|Gareth T.||Interim Director, Marketing||West Yorkshire|
|Cravendale - Milk||*******|
|Castello - Cheese Rge||*****|
|Lactofree - Prod Rge||*|
|Arla - Prod Rge||****|
|Anchor - Prod Rge||*******|
|****** - **** ***||***** **||Media Buying, Media Planning||2015||present|
|****** - **** ***||**** ********||Creative||2017||present|
|**** - **** ***||***** **||Media Buying, Media Planning||2015||present|
|**** - **** ***||******** ******||Creative||unknown||present|
|**** ***** - **** ***||***** **||Media Buying, Media Planning||2015||present|
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Campaigns Imminent: Arla Foods to invest £100m in health marketing, at least 25% in digital
Subject: Millennials, Health, In-Store, Digital, Social Media, Experiential, TV, Outdoor.
Company: Arla Foods is a major supplier of specialty cheese and dairy products. The company has three major brands: Arla, Lurpak and Castello cheeses that are sold worldwide.
Opportunity: As part of its 2020 strategy announced in December, Arla Foods plans to invest a minimum of 25% of its marketing spend on digital, so sellers should be on high alert for new revenue opps over the course of the next 3.5 years. Newly appointed UK boss Tomas Pietrangeli is leading these efforts. He was appointed in March, the same month that UK marketing VP Sarah Baldwin left.
In hopes of raising UK revenue from £2bn to £2.6bn in the next four years, the company is planning major investments in Arla (set to be worth £400m), Lurpak and Castello brands.
Plans are to raise net revenue from new products to at least 10%, which will see 30+ new healthier dairy products and 50 new range extensions come out over the next few years. Look for a specific focus on increasing dairy consumption in breakfast, snacking on the go, convenience and hospitality channels. Arla plans to invest £100 million in promoting healthier dairy products vai campaigns encouraging nutritious eating.
Sellers should engage ahead of Q2, its traditionally largest spending period. Q3 tends to see a larger amount than Q1 and Q4, so there may also be some last minute opportunities. Carat UK won media planning and buying last October.
Media Spend: Spent £22.2m last year, nearly a 30% drop from 2014, according to Nielsen. Key media categories include TV, outdoor, press and door drop.
Digital Breakdown: Per Moat, Arla Foods brand has run eight standard display ads with nine publishers so far this year, 43% running site-direct. These appeared on womenshealthmag.co.uk and theatlantic.com, among others. Two video ads were also published by the brand. During the same period last year, 15 ads were run with 11 publishers, 97% published site-direct. Top destinations were mumsnet.com, mysupermarket.co.uk and thegrocer.co.uk. The brand also ran seven video ads.
Target Audience: The Finnish dairy brand hopes to appeal to the 25-35 year-old health-conscience consumers, but has also focused on youth, aged one to five.
Competitors: Muller Dairy, First Milk.
Agency Roster: Last April, Arla chose London, which was previously Arla, Lurpak and Cravendale's global ad agency, is still responsible for strategy and master guidelines.
Arla House 4 Savannah Way Leeds, West Yorkshire LS10 1AB England, 0113 382 7000
Mr Tomas Pietrangeli
UK Managing Director
Mr. Ash Amirahmadi
SVP, Marketing and Sales
D: 0113 382 7000
Ms Katie Bleach
Marketing Director, Cheese
Mr Nick Henley
Group Client Partner