Pully Chau, chairman and CEO of Draftfcb Greater China, told Campaign Asia-Pacific that the agency won the account through a three-way pitch in June and July.
Starting last year, Arla Foods entered into a strategic cooperation agreement with Mengniu Dairy to leverage Mengniu's extensive China experience for distribution and quality control.
Draftfcb China’s assignment for Arla Foods will be a brand-building communications campaign around the Arla Organic UHT milk brand, which has received certification by the Chinese Organic Authorities.
The client has invited some of Draftfcb China colleagues to visit for a farm in Denmark in August. The work will involve coming up with an integrated campaign including TV and events to be launched in Q4 this year.
Chau said that the client’s current market share in China is not big, but with the strong concern over health and safety issues among the population at large, and with the affluence of consumers in cities like Shanghai, the growth potential is substantial.
"Once we develop the strong brand awareness for its high quality, we would then create a strong platform for a wider range of premium products on offer in adjacent categories," Chau added.
Arla Foods currently has offices in Shanghai and Beijing. With a history of 130 years in the dairy business, Arla Foods employs 18,000 employees and has worldwide annual revenues of US$11 billion. Its product portfolio includes a range of milk, cream and yoghurt with globally recognised brands such as Lurpak and Castello, a high-end premium cheese.