Arla is today launching its new television advertisement as part of its new campaign to champion a dairy revolution.
The advertisement evokes the spirit of revolution by featuring a passionate leader and his followers who make it their mission to spread the word that those with lactose intolerance can now enjoy dairy just like everyone else.
The campaign will run for four weeks across January and February and is being supported across pay-per-click, social media and the wider campaign is through-the-line across digital, PR and shopper.
Sarah Baldwin, Vice President, Marketing, Arla Foods UK, comments: “This campaign is an excellent way to educate those consumers with lactose intolerance that they can also enjoy great tasting dairy products without compromise.
“The naturalness and nutritional benefits of dairy are well documented and Arla wants to extend those benefits to all consumers, lactose intolerant or not.”
Rachel McColl, Brand Manager for Arla Lactofree® adds: “We’re really excited to launch our first new campaign for three years. Lactofree products look the same, taste the same and cook the same as standard dairy products; our dairy revolution is all about empowerment by showing people with lactose intolerance that they don’t need to miss out.”
Lactose intolerance is caused by a deficiency of lactase, an enzyme present in the lining of the small intestine which is needed to absorb and digest lactose (the sugars in milk).
People with lactose intolerance don’t have enough of this important enzyme to break down the lactose. It remains undigested in the large intestine, where it is fermented by bacteria, creating uncomfortable symptoms. These symptoms may be very distressing for the sufferer. While not all persons deficient in lactase have the same symptoms if at all, those who do are considered to be lactose intolerant.
