The two-pronged live activity aims to build awareness and drive sampling of the new product, which offers the taste of semi-skimmed milk with the fat content of skimmed.
The first half of the tour will take place in February to coincide with Arla’s TV ad campaign. The float, complete with a milkman, will drive around UK towns delivering bottles of Best of Both to people’s houses and handing out coupons.
The hot truck will in tandem offer consumers muesli, tea and coffee that features the new product. This activation will be positioned on high streets and in train stations, supermarket car parks and businesses.
The second half of the tour will commence in the summer.
Arla has enlisted agency Space to deliver the social and experiential aspects of the 'yellow top' campaign, which also comprises shopper, outdoor, press, digital and PR.
Stuart Ibberson, UK category director at Arla Foods, said: "Space understood just how big this launch really is. We’re getting the message out in an eye-catching way that fits milk’s feel-good factor."
David Atkinson, managing partner at Space, added: "Shaking up the milk industry is a tough job, but we think joy and good news is the way to create real intimacy. Experiential activity is absolutely vital to Best of Both because we’re making a taste claim, and without proof people might not believe what Arla is saying."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.