For the first time ever Arla Foods is using TV commercials in Russia.

The first of Arla’s two commercials were transmitted on Tuesday as part of a marketing campaign to launch the red Arla Master Brand on all Arla products for the Russian market.

The campaign centres on Moscow and St. Petersburg where media representatives and buyers from a number of regions and the Russian retail sector were invited to a PR event shortly before Christmas. Also present were Finn Hansen, Director, Overseas Division and Søren Pedersen, Director, Region East. In St. Petersburg the event attracted more than 150 participants.

A further TV campaign for Lurpak is scheduled for March as is the launch of a new Internet page with tips and suggestions for using Arla Foods’ products.
”Some of the activities are aimed at promoting Natura cheese and highlighting the fact that we now have a broader range in the chilled counters,” explains Product Manager Karsten Hoydal, Overseas Division.

Natura is a havarti-type cheese which was formerly produced at the now defunct Åseda Dairy in Sweden but today comes from Nr. Vium Dairy in Denmark.
In the last financial year, Arla Foods’ exports to Russia rose by 21%. Russian cities remain Arla Foods’ key markets in the area, but some non-Russian markets including Ukraine, Croatia and Romania are becoming increasingly interesting, says Karsten Hoydal.