We’ve been working with Arla over the last 12 months on their new milk messaging work.

As a reaction to the decline in the milk category, it was decided a new approach was needed, to re-invent the milk category and entice shoppers back in.

As part of this overhaul, we were tasked to help with an in-store trial at a local retailer in the Scarborough area. Proudfoot (part of the Nisa group) have been a longstanding business in the area since 1948, very popular with the local residents.

Our task was to improve the navigation through use of POS in two of their stores, in line with Arla’s new milk messaging approach, whilst making sure not to alienate the local shoppers.

This resulted in a local heritage look and feel for the initial concepts, whilst injecting some of the latest milk messaging work for Arla.

The overall result was very well received, and landed in stores on the 26th November.

The new POS brings in a local aspect and aids navigation in store, whilst providing inspirational imagery and recipes for shoppers to take away.

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