A long-term marketing strategy brings together Arla’s British product portfolio – including Cravendale, Protein and Skyr – under one shared message, launching with a breakfast campaign developed with advertising agency Droga5 London.

Arla Foods UK is introducing a new long-term marketing platform called Feed Life™, which will bring the company’s British portfolio together under one shared message and strengthen the connection between consumers and the farmer-owned dairy cooperative behind the brand. This is according to a press release from Arla Foods UK.

The platform builds on the nationwide out-of-home campaign Arla launched in October 2025, in which brands such as Cravendale, Protein and Skyr were presented under one unified identity for the first time. Whilst the earlier campaign was primarily about visibility and recognition of the Arla name, Feed Life™ is now intended to create a deeper connection between Arla’s products, nutrition and consumers’ everyday lives.

“Consumers are looking for brands that help make everyday food choices easier. Whether that’s understanding the nutritional benefits of food, finding products that fit busy lifestyles, or building healthier habits, we believe dairy has an important role to play,” says Danny Micklethwaite, VP Marketing at Arla Foods UK, according to the press release.

He stresses that this is a long-term strategy rather than a single campaign:

“This isn’t about a single campaign or moment in time. It’s a long-term approach to how we build the Arla brand, create relevance across categories, strengthen connections between our portfolio and support consumers through everyday food decisions,” he says.

The first major consumer-facing activation under Feed Life™ is called “Breakfast Yourself to Victory” and focuses on the breakfast occasion. The campaign, developed with advertising agency Droga5 London, will roll out across television, digital, social media, influencer partnerships, experiential activity and out-of-home advertising.

According to Arla, the breakfast campaign is just one expression of a broader programme that will go on to cover health, food security, sustainability, farming and community under the Feed Life™ platform.

By Maja Løvstrup
Photo: Arla Foods UK