Herd of cows invade Brighton beach for Arla campaign

Breakfast was on Arla BOB for unsuspecting Brightoners, as a 14-strong herd of yellow and white cows took to their beach yesterday to raise awareness of Arla's latest innovation.

Early morning visitors were treated to breakfast made with Arla BOB (Arla 'Best of Both'), the new branded milk; fat-free milk that tastes as good as semi-skimmed, packaged with a distinctive yellow top.

The newly launched milk is being sampled in Brighton over the next few weeks as part of an ongoing campaign which will ‘Paint the Town Yellow’ from bus stops to shopping aisles.

The farmer-owned dairy cooperative spent three years developing the technology to produce Arla BOB. It involves collecting some of the naturally occurring protein in milk and carefully adding more of it back into skimmed milk to deliver a taste and texture that is as good as semi-skimmed and fat-free3. In addition, with Arla’s unique PurFiltreTM process, it also lasts longer in the fridge.

The launch is part of Arla’s drive to support its farmer owners and become a leading household brand by adding value to its milk, through the development of innovative products, with a focus on the inherent naturalness of dairy. Through 2016, it will also unveil further innovative products as well as range extensions across the dairy portfolio.

Launched in January, Arla BOB has been supported by a £7 million integrated marketing campaign designed to announce the product with bursts of ‘yellow’ across all consumer touch points.