Meet the Connoisseur of Cows in W+K London's New Cravendale Campaign

Cravendale is set to return to British screens this spring with a new brand campaign, paying tribute to the most dedicated of milk drinkers. 

The campaign, which launched in the UK with a 30 second TV spot on Saturday 9th May, aims to cement Cravendale’s reputation as "the milk drinker's milk." 

Created with Wieden+Kennedy London and acclaimed directing collective CANADA through CANADA London / Riff Raff, the film introduces viewers to a cool, slightly mysterious character showing his love for Cravendale. This milk drinker is never seen without a glass of the white stuff in his hand, whether he’s riding a mechanical bull or throwing shapes on the dancefloor. 

Shot in a movie trailer inspired visual style, the mustachioed milk drinker’s tale is told through a montage of scenarios that show his unfailing dedication to his trusty, ice-cold glass of Cravendale. 

The ad, which broke on 9th May during Britain’s Got Talent on ITV, seeks to maximise the brand’s exposure amongst consumers and remind milk drinkers of the pure and fresh taste of Cravendale milk, which is never better appreciated than when enjoyed on its own. 

Claire Mackintosh, Cravendale Brand Manager at Arla Foods, comments, “We’re excited about the launch of our Milk Drinker’s Milk campaign and can’t wait to see the reaction from Cravendale fans. Both the ATL creative and in-store glass promotion will work hard to showcase the premium quality of Cravendale milk and encourage milk drinkers up and down the country to choose Cravendale as their milk of choice”

Thom Whitaker, creative at Wieden+Kennedy London says, “It’s unusual to see a grown man drink milk, so that’s why we created The Milk Drinker - a man who’s not afraid to make a statement, especially if that statement comes in the form of a long, cold glass of Cravendale.”