Campaign: Kids Closer to Nature
Client: Arla Foods
PR team: Tonic Life Communications
Timescale: December 2010 - January 2011
Arla Foods is the parent company of brands such as Cravendale, Lurpak and Anchor. The firm wanted to raise awareness of the Arla brand, which is relatively unknown in the UK, and highlight its mission to provide products that are 'closer to nature'.
- To highlight the issue of Brits, especially children, becoming detached from nature and the outdoors
- To raise awareness of the brand.
Strategy and plan
The PR team commissioned a report showing Britain's growing detachment from nature. The survey was then released to the media using GP Dr William Bird and TV presenter Chris Packham as spokesmen. A Kids Closer To Nature website was set up to allow the public to apply for grants to develop nature projects. The site also housed an adventure club for kids to encourage them to get outside through a series of challenges. This was supported with a series of school visits by Packham.
Measurement and evaluation
Coverage included a slot on Daybreak and pieces in The Daily Telegraph, The Independent, the Daily Mirror and the Daily Express.
There were 100 applications for grants in the first week and more than 1,000 schools signed up to the Kids Closer to Nature programme within a week.