Arla lands film role for milk

Filtered milk brand, Cravendale from farmer-owned dairy company, Arla Foods has partnered with Lionsgate UK to support the release of ‘Eddie the Eagle’ in cinemas on 1 April.

The film is based on the inspirational true story of ski jumper Michael ‘Eddie the Eagle’ Edwards and his quest to reach the Winter Olympics.

Milk plays a memorable role in the film as the ‘drink of champions’. Eddie is a devoted milk drinker and is seen consuming it throughout the film to keep strong ahead of the 1988 Calgary Olympics.

Appearing from 21 March for four weeks, Arla Cravendale has created a special version of its ‘Milk Drinker’s Milk’ TV advert to support the partnership and to celebrate milk drinkers across the UK.

Both ‘Eddie the Eagle’ and the Arla Cravendale advert’s ‘The Milk Drinker’ feature, drinking milk side by side, in a step to encourage consumers to think of only Arla Cravendale when shopping for milk.

Claire Mackintosh, brand manager at Cravendale, says, “We are very excited to have partnered with the ‘Eddie the Eagle’ movie. Eddie is a much-loved sporting hero, and his character is proof that milk is the drink of champions. His quirky character personifies everything that the Cravendale brand stands for, and through our social media activity we aim to encourage milk drinkers to choose Cravendale as their milk of choice.”

Simon Dunstan, promotions manager at Lionsgate UK adds, “The partnership with ‘Eddie the Eagle’ and Cravendale was a natural fit. We’re delighted to be able to connect fans of the film and fans of Eddie with Cravendale through strategic, targeted and exciting promotions.”