Tasked with the challenge of driving value back into what is a top 10 grocery item was no mean feat! Working with the team at Arla we explored the motivations surrounding ‘wholesome goodness’ which underpins milk, to uncover richer spaces for a new family of premium milk brands. Tapping into consumer’s lifestyle aspirations and identity needs we built an engaging pipeline of concepts, encouraging consumers to trade up, whilst driving growth back into the category.
In 2016 the new Arla family of premium milk brands, including B.O.B and Big Milk, delivered an impressive £38m value growth, the biggest of any of the Top 100 Brands in the category.
B.O.B, was awarded 2017 ‘Product of Year’ voted for by a panel of industry experts and 12,000 shoppers, as well as being a finalist Best New Brand at The World Dairy Innovation Awards.
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"Haines McGregor were instrumental in helping shape the future of the premium milks portfolio at Arla. Their unique blend of insight and creativity really helps bring to life often unseen spaces for brands – engaging brand, R&D and insight teams around what the future could look like. I’d highly recommend them for anyone looking to shake up their category!"