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Arla: The Kidchens

10.0

Media Type:

Brand

Agency

Country:

Denmark

Industry:

Food

The campaign from Arla Foods, one of Denmark’s largest food brands, takes a practical angle on food education at a time when everyday cooking is becoming less common. While home economics is still taught, many schools lack kitchen access, limiting hands-on learning. Called “The Kidchens,” the campaign repurposes underused morning hours in restaurant kitchens across Denmark, turning them into classrooms where chefs and teachers deliver curriculum-linked cooking sessions. Schools connect with nearby restaurants via arla.dk. Built in partnership with Arla, Madklubben, and the Arla Foundation, chefs and teachers co-created the curriculum. The platform is simple: restaurants list available morning slots, and schools book sessions in their area. Rooted in Arla’s Feed Life platform and launched as a pilot in 2025, The Kidchens have now scaled nationally, spanning over 100 classes across Denmark, reaching over 3,000 children and delivering a 20% uplift in food skills. It positions Arla beyond a food producer to an active enabler of food literacy.