Arla Foods, the UK’s largest dairy cooperative, has appointed employee-owned comms Citypress as its creative PR partner following a competitive pitch.
The appointment will see Citypress support Arla’s mission to inspire consumer confidence in the Arla Masterbrand, and to build Arla as the most recognisable dairy brand through creative campaigning for its core brands, including Arla Cravendale, Lurpak and Arla Protein.
The team at Citypress will be led by Ruth Lee, senior director of creative specialisms, and Rory Fletcher, senior director with responsibility for the agency’s roster of food and drink clients.
Nicola Morgan-Hulme, communications director, UK, at Arla Foods, said: “Citypress impressed us with their strategic vision and brave creative thinking. Their deep sector experience in food and drink, passionate team and ambition for brand-defining work really shone through.
“As one of the UK’s largest food companies, we have a vision to break out of category conventions and inspire consumers to eat well. By building awareness in the overarching Arla Masterbrand, we aim to position Arla as the most trusted dairy brand that fuels our consumers and helps them to feel good. We look forward to working with the Citypress team who will support us on this journey.”
Ruth Lee, senior director of creative specialisms at Citypress, added: “Arla isn’t afraid to be bold when it comes to its creative thinking and to be given the brief to produce joyful campaigns that shine a spotlight on the superfood that is dairy is a real treat.
“Our creative specialism is going from strength to strength, with our recent commitment to invest a further £1m in our creative capability, and we’re excited to put our plans into action across Arla’s incredible portfolio of brands.”
The relationship with Arla – the UK’s third largest food company – adds even further depth to Citypress’ experience across the sector. The agency now represents four of the UK’s 10 largest food and drink businesses, with clients including Nestlé, Coca-Cola Europacific Partners and Pilgrim’s Europe, as well as Aldi and Molson Coors.
