THE ARLA HUB
"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.
WHAT WE SPECIALISE IN
Category development
- Market Segmentation
- Portfolio Management
- Growth planning
SPOTLIGHT PROJECT: ARLA 2025
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.
THE CHALLENGE
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.
THE OPPORTUNITY
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 OUTCOME
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.
Brand positioning
- Defining Insight, Brand Purpose, Proposition & RTBs
- Brand Naming & Personality Development
- Brand Guidelines & Films
CASE STUDIES
CHALLENGE
With growing pressure from private-label and plant-based offerings in supermarket fridges, Arla was looking to rejuvenate this Great British brand and set a clear direction for future growth.
OPPORTUNITY & RESULTS
Building from an ambitious vision and tightened consumer insight, we pulled through Anchor’s food and mood-lifting qualities in a renovated pack concept and strong innovation pipeline to seize growth opportunities in Spreading, Cooking and Baking.
CHALLENGE
Arla identified a clear opportunity to tap into holistic health trends with LactoFree, but needed to set the brand free from a strict problem/solution framing and supercharge its growth.
OPPORTUNITY & RESULTS
We developed a compelling new brand positioning to target a wider, Wellness Experience Seeker audience and developed rigorous category strategies, with exciting new launches coming in 2023/24.
Arla Køkken
CHALLENGE
Arla’s sub-brands have led across holistic health, ethics, and strength/sustained energy for many years, but in 2021 cooking was also identified as a pressing growth platform, accelerated by COVID.
OPPORTUNITY & RESULTS
Building the new brand from scratch, we drew on Arla’s masterbrand equity to create a deliciously simple positioning along with a strong launch portfolio of natural, tasty, modern cooking products.
Brand Innovation
- Culture & Trends Mapping
- Concept Creation
- Pipeline Planning
CASE STUDIES
CHALLENGE
As the line between healthy eating and plant-based is blurring, and flexitarianism is on the rise, Arla sought to understand how the plant-based category would evolve in order to stay ahead of the curve.
OPPORTUNITY & RESULTS
By having a richer appreciation of our ‘tribe’, and their journey to plant-based, we were able to develop a meaningful range of concepts under the Jord brand for the now, next and beyond.
CHALLENGE
During the height of the milk farming crisis, Arla were looking to add value back into what is a ‘top 10 grocery basket’ item through the development of a premium milk category.
OPPORTUNITY & RESULTS
Working with a cross functional team including category, brand & R&D, we were able to understand the deeper drivers of ‘wholesome goodness’ which underpins milk. Creating a rich family of premium milks including B.O,B and Big Milk, delivering an impressive £38m value growth.
CHALLENGE
As the sports nutrition market became saturated with protein offers, Arla sought to understand the emotive drivers of choice to build a future proofed innovation pipeline for the Arla Protein brand.
OPPORTUNITY & RESULTS
Through a greater appreciation of our ‘active achievers’ design target we were able to develop a strong, meaningful pipeline which spoke to emotive drivers beyond simply ‘powering through’. Watch out for the new range in 2023!
Sources for inspiration
RELEVANT BLOGS & REPORTS:
WIDER WORK
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 workYOU'RE IN GOOD COMPANY
GET IN TOUCH
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:
