Arla: Live Unprocessed Campaign Launch
Village East Cinema; New York City, NY
Challenge
Identify and procure the perfect venue to host Arla’s world premier campaign, Live Unprocessed, as well as their partnership with No Kid Hungry.
Approach
On April 25th 2017, we hosted the world premier event at the historic Village East cinema in New York City. Key stakeholders from Arla and No Kid Hungry were in attendance, as were top-tier target media and the child stars from the commercials. Guests were given the chance to participate in a silent auction of kids’ ingredient drawings that raised more than $3,000 for No Kid Hungry. Along with the commercial screenings, guests enjoyed complimentary Arla cheese-inspired appetizers and an open bar. A giant marquee and movie posters provided a sneak peek of the new campaign. A green carpet led guests through the experience, including a photo op with character standees and special celebrity appearances by Daphne Oz and Ayesha Curry.
Results
Over 160 guests were in attendance, more than 100 outlets picked up the press release, and the campaign kicked off with over 175MM impressions.
