Arla chooses Accenture Song for sub-brand launch

Accenture Song has won a contract from Arla Foods, as it prepares to launch two new sub-brands. The creative agency will provide design and strategy services to the pan-European roll-out.

Arla Foods is a Danish-Swedish multinational cooperative based in Viby, Denmark. Formed from a merger between the Swedish dairy cooperative Arla and the Danish dairy company MD Foods on 17 April 2000, the firm is the largest producer of dairy products in Scandinavia, and the largest dairy in the UK.

Arla’s established brands include anchor and Lurpak and numerous cheese and yogurt products. Now, as the firm plans for the launch of two new sub-brands across Europe, the firm has appointed Accenture Song to supply creative support for the roll-out.

Katie Reede, Vice President of Global Arla Brand, commented, “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.”

Accenture Song was known as Accenture Interactive until earlier this year, when the “experience agency” sought to unify its numerous bolt-on brands, with the launch of a new corporate identity. Born out of global consulting giant Accenture, the firm has used a sustained acquisition campaign to quickly enlarge the scale of its holistic offerings, as well as its income. With projections that its revenue will hit $14 billion by the end of the 2022 fiscal year, it is now billed by AdAge as the world’s largest digital agency.

James Denton-Clark, Managing Director at Accenture Song, noted, “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.”

The launch of its two, as yet undisclosed, pan-European brands is not the first time Arla has tapped Accenture’s creative agency. In 2019, the dairy giant also appointed Accenture Song to a global digital brief, as it sought to bring its creative media production and online media buying in-house.