Organic milk products: Large-scale campaign for Harmonie in the UK
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- 1 min
- 16 February 2000
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Harmonie is set to become one of the first organic milk products to feature in a full advertising campaign in the UK, where the market for organic milk products is continuing to grow. The longer-term aim of the campaign is to make Harmonie, which comprises milk, butter, a spreadable, cheese, yoghurt and the children's dessert Fromage Frais, the leading organic brand in the UK.
The campaign will centre around the cartoon characters, Myrtle the Cow, and her devoted owner, Rosie. Currently appearing only on the UK website , the duo will appear on British TV and in print media later in February.
"Although much attention is being given to organic milk products in the UK market, many consumers are still somewhat uncertain as to what the word "organic" stands for," explains Project Manager for organic products in the UK Division, Laurent Ponty. "This is what we want to address."
A 70% year on year rise in UK sales of organic milk products over the next three years is expected.
Arla Foods is an international dairy company owned by 9,700 farmers from Denmark, Sweden, the UK, Germany, Belgium, Luxembourg and the Netherlands. Arla Foods is one of the leading players in the international dairy arena with well-known brands like Arla®, Lurpak®, Puck® and Castello®. Arla Foods is focused on providing good dairy nourishment from sustainable farming and operations and is also the world's largest manufacturer of organic dairy products.