The challenge

Arla Foods was looking for a partner that could help develop the strategic backbone of the corporation’s work with brands and help teach the relevant employees how to use the new brand strategy globally. Arla Foods was also looking for a way of bridging the strategic brand process with the process of execution.

Strategy and activation

In close co-operation with the corporate marketing team at Arla Foods, Kernel developed the strategic tools that Arla Foods use for brand positioning, brand identity and brand activation work. The tools ensure that all brand managers in Arla Foods globally have the same strategic approach to working with brands and that all relevant aspects of a branding strategy are taken into account whenever brand work is done.

Execution and results

Kernel’s work is now taught throughout the Arla Foods Corporation in a series of three day seminars that are offered to all relevant employees. The strategic work helps marketing employees understand their brands better and prepare them extensively for the task of briefing their advertising agencies. It helps prevent the expensive loops between an Arla marketing team and its advertising agency and the process is estimated to save Arla Foods ba significant amount of the total marketing spend globally – an eight digit saving in GBP.

As well as doing the strategic framework, Kernel also heads the seminars and workshops that are held, and does so with great success. The last workshop resulted in Kernel achieving the highest score ever given to a workshop in Arla Foods’ history.