Arla Foods selects Accenture Song to launch two new sub-brands

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Arla Foods, the Scandinavian-based dairy cooperative, has awarded Accenture Song (formerly Accenture Interactive) the brief to handle the launch of two new pan-European sub-brands after a competitive pitch.

Arla Foods

Arla’s new sub-brand ranges are set to launch in 2023/24 with campaigns spanning brand strategy, creative, digital innovation experience, and digital e-commerce.

In addition to being Arla’s existing lead digital agency of record, the pitch wins for the new (undisclosed) sub-brands have secured Accenture Song’s position as Arla’s lead global creative agency.

Katie Reed, VP of Global Arla Brand, said: “Our sub-brands are seeing exceptional growth as consumers continue to choose our natural and sustainable high-quality products. 

“We were so impressed by the creative and strategic thinking on a global scale that Accenture Song demonstrated and we’re looking forward to driving the growth of these two sub-brands together.”

James Denton-Clark, managing director at Accenture Song, said: “We are proud to have built upon our strong relationship with Arla and we’re looking forward to working with them to launch their new sub-brands.”

Arla Foods is a Danish-Swedish multinational cooperative based in Viby, Denmark. The company is the  largest producer of dairy products in Scandinavia, and the largest dairy in the United Kingdom.

The company was founded in 1881 when small groups of Swedish and Danish farmers formed cooperatives.  

More recently, Arla Foods was formed as the result of a merger between the Swedish dairy cooperative Arla and the Danish dairy company MD Foods on 17 April 2000. 

The name Arla derives from the same word as the English word ‘early’ and is an archaic Swedish term for ‘early (in the morning)’.