Arla Foods UK has launched a new long-term brand platform, Feed Life, which consolidates its portfolio of dairy products.

This is part of the company’s masterbrand marketing strategy, which aims to create stronger links between shoppers and the dairy brand across communication and customer engagement activity.

Arla Foods UK previously worked on establishing greater visibility and awareness of the masterbrand is now moving towards creating long-term relevance for the dairy portfolio.

The business aims to deepen consumer engagement and help shoppers connect Arla’s dairy products with everyday food occasions and healthier choices.

Feed Life is set to launch its first integrated campaign, ‘Breakfast Yourself to Victory’, which highlights the importance of dairy as part of a balanced diet and promotes healthier food habits.

The integrated marketing campaign is set to run across television, digital, social, influencer and out-of-home channels.

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According to the business, this activity is the first step in a broader programme which will continue across farming, food security and sustainability initiatives under the Feed Life platform.

Danny Micklethwaite, VP of marketing at Arla Foods UK, said: “Feed Life is our commitment to showing up more clearly and consistently for consumers. It gives us a stronger way to connect our portfolio to the everyday role dairy can play in people’s lives, through a shared purpose of enabling good food choices that make life better.

“It’s a long-term approach to how we build the Arla brand, create relevance across categories, strengthen connections between our portfolio and support consumers through everyday food decisions.”

This comes after the company’s nationwide out-of-home campaign last year October which brought together a wide range of products and brands across the Arla portfolio, including Arla Cravendale, Arla Protein and Arla Skyr.