Breakfast Yourself to Victory

Arla unveils Feed Life™ as ‘Breakfast Yourself to Victory’ kicks off new creative chapter

New masterbrand platform Feed Life™ provides long-term strategic direction for Arla marketing
First campaign, Breakfast Yourself to Victory, uses humour and cultural insight to reconnect Britain with breakfast – created by Droga5
Integrated work spans TV, social, influencer, experiential and OOH

Arla Foods UK has unveiled Feed Life™, its new long-term masterbrand platform, alongside the launch of Breakfast Yourself to Victory, an integrated campaign created by Droga5 London that aims to put breakfast back at the centre of Britain's busy mornings.

The launch marks a significant step in Arla's masterbrand strategy, moving beyond awareness-building activity towards creating stronger emotional and cultural relevance for the Arla brand across its portfolio, which includes Arla Cravendale, Arla Protein and Arla Skyr.

Feed Life™ will provide the strategic framework for how Arla connects its products, purpose and marketing activity through a single promise: enabling good food choices that make life better. The platform is designed to create stronger meaning for the Arla masterbrand while helping consumers see the role nutritious dairy can play in everyday life.

Danny Micklethwaite, VP Marketing at Arla Foods UK, said: "Over the last year we've worked to build greater visibility for the Arla masterbrand. The next challenge is building stronger meaning and relevance.

“Feed Life™ gives us a long-term strategic platform that connects our products, our portfolio and the role we can play in helping people make better food choices.

"Breakfast Yourself to Victory is the first major creative expression of that platform. It's rooted in a genuine cultural tension, delivered with humour, and designed to show how better food choices can help people win life's little internal competitions every day."

The integrated campaign, developed with Droga5 London, will run across television, digital, social, influencer, experiential and out-of-home channels. The campaign films have been brought to life by award-winning director Jeff Low starting from the simple observation that we all secretly get a kick out of winning life’s little competitions, and that breakfast can be your unfair advantage.

Tara Ford, Chief Creative Officer of Droga5 London, said: "Breakfast is simple. Winning is fun. Bringing the two together gives us a big, joyful idea that can go anywhere. Simple, silly and full of energy."

Breakfast Yourself to Victory represents the first chapter of Feed Life™ in the UK, with future activity set to extend the platform across additional consumer, brand and cultural territories.