W+K tackles “brown, bland and boring” for Arla Fibre yogurts

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.