THE THINKING.

In 2019, Cravendale were seeing sales slow down as people were either moving to milk alternatives or buying the supermarket’s own value brands. 

Research told us that 93% of UK consumers were buying standard fresh milk because they believed “milk is just milk”.

But Cravendale is no ordinary milk, it’s fresh milk, filtered for purity, which means it lasts longer. So our approach became clear: to convince the nation that not all milk was created equal. 

The creative platform “It’s not Milk” playfully brought this to life, and created quite a fuss. There was even a radio ad which featured the Arla legal department debating the issue. 

All in all, our campaign got people talking, set us apart from regular fresh milk, and ensured Cravendale was top of mind when people hit the store. 

And yes I know, it is milk.