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Arla Foods UK is launching Arla Fibre yogurts, packed with fibre it says although it’s something that most of us would sooner avoid – worthy and unappetising.
So the launch campaign from Wieden+Kennedy features some worthy and unappetising characters, in search of the dreaded fibre.
Arla Fibre brand manager James Quayle says: “Insight shows that fibre is generally considered to be brown, bland and boring. Based on this, it was important that we worked with Wieden+Kennedy London to create an engaging and memorable advert that clearly communicates Arla has created a great tasting, convenient source of fibre.”
Nobody better for a high wire act.
MAA creative scale: 7.
