B.O.B & BIG MILK
CLIENT: ARLA
THE CHALLENGE
During the height of the milk farming crisis, many dairy farmers were being forced out of business due to the low price of milk. In response, the Head of Future Creations at Arla briefed Haines McGregor to develop a pipeline of ‘new to world’ premium milks to drive value into what is a top 10 grocery item for consumers and often viewed as a commodity.
THE RESULTS
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 Top 100 Brands in the category.
Following a win in 2016 for Top Milk launch, B.O.B, a brand which offered the best of both worlds, a fat-free milk with all the taste of semi-skimmed, was awarded 2017 ‘Product of Year’ voted for by a panel of industry experts and 12,000 shoppers!
B.O.B also went on to secure a finalist title for Best New Brand at The World Dairy Innovation Awards. Source: Arla Foods, 2017.
Haines McGregor were instrumental in helping shape the future of the premium milks portfolio at Arla. Their unique blend of insight and creativity really helped bring to life unseen opportunities for new brand ideas – engaging brand, innovation, R&D and insight teams around what the future could look like. I’d highly recommend them to anyone looking to shake up their category!
Matt Walker,
Head of Future Creations, Arla
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