Arla is Sweden's biggest and most prominent dairy producer. But the dairy business is tough, and there's plenty of competition.

To add to the complexity, Arla's products are usually a little more expensive than the competition – and for consumers, the decision which dairy product to bring home from the grocery store is more often that not based on price.

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And why pay a little more for a product that appears identical to it's competitors?

It tastes the same, it looks the same and it feels the same.

Milk as milk, right?

No!

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The reason behind Arla's slightly higher prices is an initiative called FarmAhead, where Arla simply pay more to dairy farmers who actively reduces their climate footprint. So Farms that run on renewable energy gets payed more, farms that produce their own biogas gets payed more, and farms take better care of their cattle gets payed more, just to name a few examples.

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So it's not a little more expensive, it's just worth a little more. A complex and simpel task to explain at the same time. Something that was done through a massive, nationwide campaign stating that milk from farms that reduce their climate footprint – that's worth a little more.

Credits:

Creative Director:
Jakob Swedenborg

Creatives:
Tim Scheibel (AD)

Pontus Thorén  (CW)

Producer:

Marie Brusewitz

Account Director:

Henrik Boavista Åkerman