ARLA FOOD FEST
Client: Arla
Agency: Montdor Agency in 2015 - 2016, and at MKTG in 2017
Location: Kongens Have in Copenhagen
Role: Client and Project Manager
Year: 2015, 2016 & 2017
Objective: Arla wanted to build closer connections with the critical consumer through experiences and direct engagement. The challenge was to strengthen trust and visibility while making their wide portfolio of brands relevant for families, teenagers, and children.
Solution: In collaboration with Arla and partner agencies, we created a three-day food festival in Kongens Have, Copenhagen. The festival was designed as a playful and educational environment where Arla’s core brands and sub-brands could meet consumers face-to-face.
Each brand (Arla Klovborg, Yoggi, Matilde, A38, Good2Go, Arla Kids, Santa Maria and more) had its own experience zone with tastings, rides, activities, and product education. The goal was to engage parents as decision-makers while making the experience fun and memorable for children and young teenagers.
The festival became a strong consumer touchpoint for Arla, offering direct dialogue, sampling opportunities, and brand storytelling in a high-traffic Copenhagen location. It successfully positioned Arla not just as a dairy producer, but as an active, innovative, and consumer-focused brand.
