TheMarketingblog

Shaken & Stirred - Influential Brand Profiling and Positioning

Watch : Space launch a new refreshing and filtered campaign for Cravendale

Creative agency Space has produced a new social film.  The Local, inspired by the pure and refreshing taste of Cravendale Milk, will be launched on the brand’s YouTube channel.

The Holy Cow, a pub in Camberwell, is your local with a difference, serving only half pints of pure and refreshing Cravendale to kids.  They re-enact everyday scenes you tend to witness down the pub with your mates with a pure, filtered perspective.

The agency was appointed by Cravendale at the beginning of the year. It has created the concept as an evolution of the ‘The Milk Drinker’ ad launched a year ago, recognising that the greatest milk connoisseurs are, in fact, children themselves.

 

To maintain the quirky humour now synonymous with Cravendale, Space has recreated iconic pub scenarios, such as the old man propped at the bar enjoying a pint, or that one friend who arrives after work still in full cycling gear. The audience is invited to draw comparisons with their own experiences, only to then realise this is an innocent and pure rendition of such moments by children. It has been designed to convey the refreshing quality of pure and filtered Cravendale.

David Atkinson, managing partner at Space, said: “Cravendale is the giant amongst branded milks in the dairy category and we’re thrilled to get the chance to create this work with the team at Arla.  We developed this idea to bring to life the point of difference between standard milks and Cravendale, the pure and filtered milk.

Our desire was to create great content which could be memorable and shareable and become social currency amongst our target audience.  We’ve produced a happy and entertaining idea of the kids’ pub where children mirror adult’s behaviour in a filtered environment, which ultimately proved irresistible.”

Jenna Heinz, Cravendale brand manager, said: “As the leading premium brand in the milk category, we have to keep reminding hard-pressed consumers why our pure and filtered product is the best in class. Space’s ‘The Local’ will bring a smile to the faces of consumers while reinforcing the pure and refreshing taste of Cravendale.”

The campaign is Space’s first work on the Cravendale brand. The agency was also recently appointed the marketing agency to lead Starbucks RTD range across the UK.