• by Fern Siegel , August 1, 2024

Zeal Creative has launched the latest Arla Cravendale campaign, "Tastes Like Heaven on Day Seven."

Featured in both DOOH and OOH executions, the U.K. campaign, which integrates augmented reality, runs into 2025 to increase brand awareness. It focuses on the idea Arla's milk stays fresh for seven days open and 21 days unopened.

The AR experience, accessible via a QR code on out-of-home (OOH) ads and social-media content, invites users to point their smartphones to the sky (or ceiling) to witness a virtual spectacle.

The activation features clouds parting to reveal sunbeams, prompting a 3D Arla Cravendale-branded glass to descend from the heavens. As the glass fills with Arla Cravendale milk, sound effects play and an e-voucher appears.

John Treacy, executive creative director at Zeal Creative, said: "Our goal was to transform an everyday product like milk into an extraordinary experience. By leveraging cutting-edge AR technology and stunning visuals, we have created a campaign that not only captivates but also drives consumer action."

Arla Foods is a leading player in the international dairy arena with brands such as Arla, Lurpak, Puck and Castello.

Zeal's client work includes Carlsberg, Pringles and Smarties.