Arla Pro
Turning product expertise into chef engagement
A content-led campaign that turned Arla Pro's pizza expertise into a local-first activation across four European markets - with Master Classes, recipes, quick tips, a knowledge hub and 421 market-ready films.
The task
Building relevance with chefs
Arla Pro wanted to strengthen its position as a true partner for professional chefs - not only as a supplier of mozzarella, but as a source of knowledge, inspiration and practical value.
The campaign needed to reach a specialist audience with content that felt credible, useful and worth engaging with. Rather than leading with product claims, the task was to create a platform around knowledge, craft and inspiration.
The idea
Serving up slices of knowledge
The idea was simple: skip the advertising layer and go straight to the value-adding content.
Through Master Classes, recipes, quick tips and booklet content, the campaign gave chefs practical knowledge they could use in their own kitchens. Arla Pro became the face of the platform, adding credibility and passion.
Content system
From campaign to knowledge hub
The campaign was built as a connected content system, not a single execution.
As teaser campaigns created awareness, Master Classes delivered deeper expertise. Recipe films gave chefs inspiration. Quick tips made the content practical and easy to use. Booklet films added another layer of value and helped drive sign-ups.
All content lived in a dedicated knowledge hub with insights, recipes and Master Classes for chefs.
Rollout
From concept to real-world impact
Our team orchestrated the campaign rollout across four major European markets. The work covered versioning, translation, social media planning and local adaptation - ensuring consistency of message, timing and tonality while keeping the campaign relevant in each market.
In total, 421 different films were created, supported by a range of banners and additional materials for both online and offline use.
Impact
Useful content that performed
By focusing on useful content instead of traditional product messaging, Arla Pro was able to create stronger engagement with professional chefs and turn product expertise into measurable campaign performance.
- 2.1M+ people reached in target groups
- 360K+ video views in 15 seconds
- 125K+ link clicks
- 12.5% completed film views