The Latte Arborea Cooperative launches the new campaign telling the story of Sardinia’s uniqueness

The Latte Arborea Cooperative has launched the new communication campaign “Arborea. Unique. Like Sardinia”, under the creative direction of McCann.

Sardinia takes centre stage

Sardinia is not merely a setting, but becomes the protagonist of the narrative through landscapes, nature, colours and light, which come together in an unmistakable white. The project thus aims to convey the idea of milk that originates from an unrepeatable land, from which the brand’s distinctiveness in terms of quality and taste derives.

The campaign was produced by the production company Think Cattleya and, consistently with the concept, involved the Sardinian-born director Andrea Pecora and the actor from Cagliari Leonardo Capuano as speaker. Two sessions were held entirely in Sardinia (in Arborea, Nuragus, Piscinas, Is Arutas and Cabras) for the fullest possible appreciation of the beauty and authenticity of the area and the story. The director of photography was Luca Costantini.

The integrated strategy and media planning were handled by Omd through a mix comprising TV (traditional channels and connected TV), out-of-home, with a dedicated presence in Milan and regional airports, print, and a digital and social media plan.

The comment

“Strengthening the brand is an integral part of our development plan. In recent years, we have invested significantly in our facilities, technologies and product innovation; likewise, we believe it is necessary to invest in our ability to enhance Arborea and its values and make them known to an ever-growing number of consumers,” commented Remigio Sequi, chairman and chief executive officer of the Latte Arborea Cooperative. “This process is accompanied by the evolution of our offering, with products capable of responding to new needs for wellbeing and convenience. The Alta Digeribilità range and the new small bottle formats are examples of this and help to expand our presence across different consumption occasions. All of this takes on particular significance in the year of the Cooperative’s 70th anniversary. We are going through a difficult period for the dairy sector, with milk prices falling and increasingly high costs for energy, transport and raw materials. But precisely at this stage, we believe it is important to continue with the investment programme and the actions set out in our development plan. Strengthening the Arborea brand, innovating our offering and consolidating our presence in the national market are closely connected objectives and represent strategic levers for supporting the Cooperative’s competitiveness, seizing new market opportunities and creating value for our members over time.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.