" ` The Arla Hub | Haines McGregor

"The HMc team played the lead role in creating our long term brand growth strategy to ensure the Arla Masterbrand had a tangible, external and commercial focus. The team’s creative & strategic fusion, their ability to truly bring the outside in combined with a really collaborative mindset and agile way of working made the project a big success."

Katie Reed
Global Vice President Arla Brand

Helping Arla to create a long term brand strategy and deliver growth across multiple categories

Your partner to deliver the Arla Masterbrand strategy across brand positioning, innovation and category development.

Haines McGregor has been working across the Arla Masterbrand and business for the last 6 years, playing a lead role in creating a long term brand growth strategy across the global and UK portfolio.

This hub brings to life our commitment to helping shape the direction across Arla’s sub-brands, whilst providing inspiration on how to turn headwinds and challenges into clear opportunity spaces.

Read on to find out more about the work we do for Arla, our services and how we can help.


Category development

  1. Market Segmentation
  2. Portfolio Management
  3. Growth planning


With great change, comes great opportunity.

The Arla Masterbrand and business had to meet the challenges facing the dairy industry head on, evolving to drive continued growth across multiple categories.


Arla’s portfolio was split into growth territories with execution through specific sub-brands and categories. In the face of headwinds around health, sustainability and changing eating behaviours, there was a need to evolve these into broader, more robust externally-facing spaces that opened up multiple avenues of growth.


Focussing on health, ethics and sustainability, we worked closely with Arla leadership team and partner agencies to understand how to turn these headwinds and challenges into clear opportunity spaces, and then into tangible workstreams, to create a strong brand portfolio fit to win in 2025 & beyond.


The Arla Masterbrand secured considerable investment to pursue this transformation. This commitment has helped shape the direction across leading Arla sub-brands, to propel the company forward.

See full project

Brand positioning

  1. Defining Insight, Brand Purpose, Proposition & RTBs
  2. Brand Naming & Personality Development
  3. Brand Guidelines & Films

Brand Innovation

  1. Culture & Trends Mapping
  2. Concept Creation
  3. Pipeline Planning


Other clients we are partnering with in the Food & Drink sector…

If you’d like to see some projects in adjacent sectors please click below:

Our work



To book an hour to discuss your brand challenges or how you can drive growth with a consumer-centric, commercially-minded innovation pipeline, contact us below:

Paula Bradbury

Paula Bradbury
Strategy Director

get in touch
Frankie O'Donohoe

Frankie O'Donohoe
Strategy Director

get in touch