Cravendale’s latest out-of-home incorporates augmented reality (AR) to highlight that the milk can stay fresh for seven days once opened with the messaging ‘Tastes like heaven on day seven’.

Created by brand activation agency Zeal Creative, the campaign is the result of a collaboration with AR specialists Aircards. It will continue to run throughout the rest of this year and into 2025.

Accessible via a QR code on the out-of-home adverts and social media content, the campaign shows people a virtual spectacle featuring clouds parting to reveal sunbeams guiding a 3D Arla Cravendale branded glass as it descends from the heavens.

Following this, sound effects play as the glass fills with milk and a money off e-voucher appears for engaged users.

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The experience will be further enhanced by a prominent installation in Brighton which features a live gospel choir performing a specially composed ‘Tastes Like Heaven’ song, enhancing both sensory engagement and emotional connection.

“Our goal was to transform an everyday product like milk into an extraordinary experience,” said Zeal Creative executive creative director John Treacy.

“By leveraging cutting-edge AR technology and stunning visuals, we have created a campaign that not only captivates but also drives consumer action.”

Earlier this year Cravendale owner Arla joined forces with Weetabix on an exclusive offer following on from the brand’s 25th year anniversary in 2023.