Launching today (2 December), the installation is backlit and flowing with milk. It represents the beginning of Arla’s White Wednesdays campaign, which has been conceived and executed by agency Space.
The initiative will focus on the four Wednesdays in December and promises more unexpected stunts, as well as print ads, digital advertising, in-store POS and PR. Today also sees the launch of a new 75-second film entitled Farmer Christmas.
The campaign highlights new research that shows the Great British public is keen to get behind farmers during the currently volatile period for milk prices. It aims to reach over 40 million people to encourage them to purchase its dairy products and support their farmers.
Ash Amirahmadi, head of milk and member services at Arla, said: "Now is an excellent time to remind people that the profits that we make from our products are shared equally amongst our owners.
"We hope that we can look to extend the campaign into next year as we feel that is an exciting and creative way to celebrate dairy and drive awareness of how important this sector is."
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