6/19/2015 1

6/19/2015
ARLA BIO
“ORGANIC IS SO SIMPLE”
THE PROBLEM:
How does one develop a convincing communication concept for a
MASS-ORGANIC product? For a new brand that positions itself
exactly there, where the desire for believability and moral
relief is extremely high but the distrust against industrial
producers and their organic promise is even larger?
By putting transparency, traceability and proximity consequently
into the foreground. The complicated rules for organic food are
explained in a simple way in short TV stories and therefore made
understandable, and on the website the Arla organic farmers
explain their own understanding of organic farming and their
daily work for best organic quality.
In that manner anonymity turns into familiarity, kitsch to real
emotions and dogma to truthful, trustworthy attitude.
And somehow the Arla organic products therefore taste that much
better.
ARLA BIO
SITUATION
SOLUTION
RESULTS
• Launch of a new Arla organic milk product range in 2013
• A hard contested market with growing market share of OL organic
brands
• Many laws and regulations for organic food ironically lead to less
trust of consumers in organic producers
• Consequent simplification and emotionalization of complex and
anonymous organic codes
• Entertaining infotainment campaign that combines guarantee of
origin, ethical animal husbandry and organic products in a
trustworthy and comprehensive way
• Packaging-design as the dominant style of the campaign
• TV, Print, Website, Social Media – everything from one look and
feel
• Successful launch in November 2013
• Above average time spent on the Arla Bio website
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