Arla Food Fest

We worked for

SUMMARY

Developing a new way of activating the Arla brands and positioning them to inspire curiosity, healthy living and naturalness with a young target audience is a daunting task. Agenda Group conceptualised, designed and co-produced an experience and music festival targeting tweens and families alike. With a focus on health and naturalness, in a completely new and unorthodox universe, it continues to entertain, engage and educate the young crowd on both paid, earned and owned media.

THE PURPOSE

The objective was to encourage the tween and younger teen audiences in the use of natural products and explore the magical world of food from an early age, as well as to influence the choices of the dairy products made in the family. At the same time, we wanted to create the perception of Arla Foods as a sympathetic and trustworthy food brand.

What

Festival

Who

Tweens and teens
Attendees
8,000 in 2013
11,000 in 2014
13,000 (sold out) in 2015

Where

King's Garden, Copenhagen

When

2013 / 2014 / 2015 / 2016

BRANDING - ARLA CORE

Arla made their brand come alive with what has become a yearly happening. For three years Agenda Group has successively activated several of Arla’s brands on the festival and also helped launch the company’s new corporate branding.

BRANDING - Karolines Køkken

Arla made their brand come alive with what has become a yearly happening. For three years Agenda Group has successively activated several of Arla’s brands on the festival and also helped launch the company’s new corporate branding.

The Results

The 2013 event was a great success with 91% of the target audience rating the festival as being involving and educational and more than 90% finding the experience to be satisfying or above satisfying. Of the 8,000 visitors 96% said they would recommend the experience to friends and family.

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