Arla Foods offers one of the markets broadest selections of cheeses for restaurants and caterers. But since sales of cheese are directed through wholesalers, our mission was to strengthen Arla’s position and to build a stronger relationship with the end user.
Previously Arla had marketed each brand individually - an expensive approach and one which failed to create a lasting, identifiable relationship with the customer. By focusing on the range of delicious cheese all available from one supplier, the marketing was streamlined and the individual brands worked symbiotically to strengthen one another. The message?
This also opened the door for Arla to communicate their extensive knowledge and expertise and even to promote new and different uses for cheese. Cheese, regardless of type or of purpose, became synonymous with Arla and Arla became synonymous with the cheese experts.
