Cannes Lions

COTTAGE CHEESE

PERFECT FOOLS, Stockholm / ARLA / 2010

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Overview

Entries

Credits

OVERVIEW

Execution

All of Arla’s ecological cottage cheese is produced on the same farm in southern Sweden. We wanted to create a back-to-nature, hands-on experience that lets visitors see part of how ecological cottage cheese is produced. And what’s more hands on than actually milking an E-cow?

Outcome

We needed to spread the site and the message about cottage cheese, with no bought media or media placement. The campaign wrapped up with 300% more visitors than expected and enjoyed massive spread on Twitter and other social spaces, with infamous quotes like: ”Just milked 3dl on the E-cow. Going home to cry in the shower.” In addition it also earned significant exposure in the mainstream Swedish press. Thanks to all of this, the first 2000 free KESO samples were distributed by the third day of the campaign.

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