Arla Lactofree Launches Dynamic Digital Out-of-Home Campaign With Zeal to Showcase Taste without Compromise

Jun. 09, 2025

Arla LactoFREE is launching its biggest digital out-of-home campaign to date, "All the Taste, Just Easier to Digest", created by brand activation agency ZEAL. The push aims to raise awareness of the Arla LactoFREE brand and its full product range, reinforcing its ‘delicious dairy without the compromise’ message.

The new campaign targets an audience of progressive, health-conscious individuals who understand that lactose can be difficult to digest and are actively seeking natural, great-tasting alternatives. It seeks to prompt this audience to try Arla LactoFREE during their next shop, showing that they can enjoy dairy across breakfast, lunch, dinner and snacks, without compromise.

At the centre of the activation is a full takeover of Boxpark Croydon, where three linked billboards – two static and one digital – deliver evolving messages and visuals throughout the day. The creative embraces the brand’s uplifting tone of voice, using playful onomatopoeic words to describe the Arla taste experience. These interact directly with recipe imagery that reflects different meals and moments. As the day moves from breakfast to lunch, dinner and evening treats, the billboards feature a total of 22 different recipe shots, changing dynamically to match the time of day and demonstrate the variety of ways Arla LactoFREE can be enjoyed.

ZEAL used motion AI to animate the brand’s existing static photography, to bring to life the deliciousness of Arla’s recipes.

The campaign is also running at Westfield Stratford and Central Station Liverpool. It represents Arla LactoFREE’s largest digitally-led OOH campaign to date.

Laura Butler, Strategic Brand Manager for Arla LactoFREE, said:

“Out-of-home is key for us when it comes to driving awareness and visibility at scale with our target audience of ‘Wellness Experience Seekers’, as we know that they over-index in this channel. We wanted to use the space to do more than just land a message - we wanted to show up in a way that feels dynamic, engaging and relevant to people’s everyday lives. This campaign brings that to life by demonstrating how Arla LactoFREE can be enjoyed throughout the day, without compromise.”

 

John Treacy, Executive Creative Director at ZEAL, added:

“Having full domination of the Boxpark Croydon site for a week gave us the freedom to really explore what the space could do. We created a solution that used the format to its full potential, adapting to different times of day, using motion AI to bring the product to life, and pairing playful language with food imagery in a way that felt true to the brand. It’s a smart use of OOH that clearly shows how Arla LactoFREE can be enjoyed at any time of day.”