26 January 2017

2 minute read

Europe

The new advert called The Judge, captures the spirit of Iceland and focuses on highlighting the strength of the Nordic nation. It features everyday folk doing adventurous things across Iceland. The Judge's story builds on "The Messenger’s" in that it brings in the small-town nature of Iceland where people like to be kept busy and often work more than one job.

The advert begins with The Judge in her day-to-day role by settling a case in an Icelandic courthouse and then expands to her judging extra-curricular activities around the country such as determining the winner of a tug of war contest and measuring the fastest person to climb a cliff-face.

Skyr has been the go-to yogurt in Iceland - the famously healthy nation - for centuries and was brought to the UK by Arla Foods in April 2015, achieving sales of £16.6m*.

Arla skyr is made from skimmed cows’ milk which results in a delicious, silky texture that is low in fat, reduced in sugar and naturally high in protein. The product range expanded with new flavour launches and the addition of Arla skyr Drinks in 2016, with greater ambitions for 2017 and new products in the pipeline.

Louise Hagger, Brand Manager at Arla Foods comments: “Arla skyr is the perfect option for those who want to enjoy yogurt and are health conscious. 2017 is seeing a spike in Brits choosing to embrace the Nordic lifestyle and Iceland is a nation known for healthy choices, strength and courage. We wanted to reflect this way of life in the new Arla skyr advert through the adventurous characters enjoying bold activities such as rock-climbing and a 24-person tug of war."

The ad was created by Arla and Wieden+Kennedy London. The advert will air on TV during the week 23 - 31 January and 6 - 19 February and in cinemas from 23 January - 12 February.

* RSV source: Nielsen 52wk ending 31 December 2016

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