The Choose Goodness campaign follows research by Arla that found that 82% of Brits usually eat the same thing every morning, even though a majority (51%) of those surveyed recognize that breakfast is the most important meal of the day.
Arla says that the Choose Goodness campaign challenges people to commit to ‘Seven Great Days’ of nutritional, protein-rich breakfasts based around dairy products.
Concentrating on digital
A commitment in Arla Foods’ Strategy 2020 is to devote a quarter of marketing spend to digital, with Choose Goodness being an example.
The online campaign sees the website act as an online hub for consumers – to get inspiration and advice on breakfast. This is being supported with a social media campaign, which encourages Brits to share their own seven great days of breakfast using #choosegoodness to win prizes.
Tomas Pietrangeli, managing director of Arla Foods UK, said the company wants to educate consumers on the benefits of dairy products wherever possible.
“Campaigns such as Choose Goodness are a great example of the ways in which we can support and promote healthier eating habits,” Pietrangeli said.
“The videos have been getting a great response across social media, and we encourage people to have a look for inspiration to choose goodness in their breakfast before reaching for the same thing they always do.”