LONDON — Arla Foods, the UK’s largest dairy cooperative, has appointed employee-owned communications agency Citypress as its consumer PR partner, after a competitive pitch.

Citypress has been tasked with inspiring consumer confidence in Arla, and making Arla the most recognisable dairy brand through campaigns for its core brands, including Arla Cravendale, Lurpak and Arla Protein (pictured). The account was previously held by Hill & Knowlton (now Burson).

Arla Foods UK communications director Nicola Morgan-Hulme said: “Citypress impressed us with their strategic vision and brave creative thinking. Their deep sector experience in food and drink, passionate team and ambition for brand-defining work really shone through.

“As one of the UK’s largest food companies, we have a vision to break out of category conventions and inspire consumers to eat well. By building awareness in the overarching Arla Masterbrand, we aim to position Arla as the most trusted dairy brand that fuels our consumers and helps them to feel good. We look forward to working with the Citypress team who will support us on this journey.”

The team at employee-owned Citypress will be led by Ruth Lee, senior director of creative specialisms, and Rory Fletcher, senior director with responsibility for the agency’s roster of food and drink clients.

Lee said: “Arla isn’t afraid to be bold when it comes to its creative thinking and to be given the brief to produce joyful campaigns that shine a spotlight on the superfood that is dairy is a real treat. Our creative specialism is going from strength to strength, with our recent commitment to invest a further £1m in our creative capability, and we’re excited to put our plans into action across Arla’s incredible portfolio of brands.”

Arla joins food and drink brands including Nestlé, Coca-Cola Europacific Partners, Pilgrim’s Europe, Aldi and Molson Coors on Citypress’ client portfolio.