Arla Harmonie's position on the market as an organic producer had to be clarified and strengthened.
Overall the consumer had little knowledge about organic production and there was a lack of informed or qualified information about Arla's involvement in this. This needed to be changed, we were therefore tasked with creating a image campaign. This campaign would run on national television, proudly it still runs today.
Their attitude was that they could not accomplish this alone. It requires both skilled farmers, modern retailers and that consumers embraced organic milk products.
Strategically, it was decided that engagement would be encouraged through the shared responsibility and in turn by making Arla and the consumer the solution.
Through price and distribution, Arla Harmonie - and those who buy the brand - help make the world a better place. With Arla Harmonie you can make a difference.