Arla Lactofree

[Agency: Havas PR UK]

Challenge: Lactofree wanted to move away from being a problem/solution brand and appeal to a wider audience by breaking out of the “beige” world of food intolerances. Our job was to support NPD (Lactofree Spreadable) and cross-sell the range.

Actions: We secured a series of partnerships, such as one with Lola’s cupcakes to develop and support its first-ever lactose-free cupcake (made with Lactofree products). We created a listing for the cupcake throughout Lola’s stores and concessions and positioned Lactofree Strawberry Delight as the new flavor of the month. Havas PR UK also supported it in-store with bespoke POS, a competition flier to draw new followers, an online competition to support activity outside London, and a reciprocal content calendar to continually highlight the partnership to Lactofree’s and Lola’s communities. We arranged one-on-one press appointments to sample the cupcake and secure coverage.

Results: In four weeks, we increased Twitter followers by 30 percent, generating 7,823 click-thrus to the Lactofree website, 4,459 click-thrus to the brand’s Discovery Tool and 604 newsletter sign-ups. Press coverage included 25 articles across key publications including Canary Wharf, City Life, Cosmopolitan, The Daily Mail, Glamour, Handbag.com, Look, Marie Claire, The Mayfair Magazine and OK!, with a total circulation of 108 million and an AVE of £87,695, making the PR value £263,085. Plus, the cupcake proved a best-seller: Stores had to increase their stock daily.