Dairy brand Arla LactoFree has unveiled a new campaign which aims to encourage health-conscious consumers to try its LactoFree range during their next shop.
It was crafted by brand activation agency Zeal and titled ‘All the Taste, Just Easier to Digest’.
Central to the work is the takeover of Boxpark Croydon, which features three linked billboards that showcase 22 recipe shots throughout the day. The recipes demonstrate various ways Arla LactoFree can be used.
“Out-of-home is key for us when it comes to driving awareness and visibility at scale with our target audience of ‘Wellness Experience Seekers’, as we know that they over-index in this channel,” said Laura Butler, strategic brand manager for Arla LactoFree.
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“We wanted to use the space to do more than just land a message. We wanted to show up in a way that feels dynamic, engaging and relevant to people’s everyday lives. This campaign brings that to life by demonstrating how Arla LactoFree can be enjoyed throughout the day, without compromise.”
The brand used motion AI to animate existing photography. It will also run at Westfield Stratford and Central Station in Liverpool.
John Treacy, executive creative director at Zeal, said: “Having full domination of the Boxpark Croydon site for a week gave us the freedom to really explore what the space could do.
“We created a solution that used the format to its full potential, adapting to different times of day, using motion AI to bring the product to life, and pairing playful language with food imagery in a way that felt true to the brand. It’s a smart use of OOH that clearly shows how Arla LactoFree can be enjoyed at any time of day.”
