Leading the Lactofree Revolution
Rallying a quiet army of lactose-intolerant consumers and positioning Arla Lactofree as the leader in real dairy—without the lactose.
The Business Challenge
Despite catering to a significant audience, Lactofree suffered from low awareness, preventing it from becoming the go-to dairy alternative for lactose-intolerant consumers.
Lactose intolerance affects many people, yet the market for lactose-free dairy remained underdeveloped. Arla’s Lactofree offered a game-changing solution—real dairy, just without the lactose—but too few people knew about it. To drive awareness, Lactofree needed to shift from being a niche product to a mainstream choice, mobilizing an engaged community that could amplify its message and champion its benefits.
The Diagnosis
Lactose-intolerant consumers were underserved and disconnected from available solutions, requiring a bold movement to unify and empower them.
Our research showed that lactose-intolerant individuals often felt overlooked in the dairy market. While alternatives existed, they lacked visibility and emotional connection. The opportunity wasn’t just about education—it was about rallying a movement, turning passive consumers into active advocates, and positioning Lactofree as a brand that championed their needs.
The Solution
We launched a bold movement—“Liberty! Equality! Lactofree!”—through TV and social media, mobilising an active community to drive awareness and loyalty.
To transform Lactofree from an overlooked option to a revolutionary movement, we created a campaign that resonated with the lactose-intolerant community. Inspired by historical calls to action, we coined the rallying cry “Liberty! Equality! Lactofree!”—a message of empowerment and inclusivity.Through TV advertising and paid social, we recruited and engaged a passionate audience of Lactofree advocates. This community became a powerful force, not just spreading the message but actively participating in product feedback and innovation. By giving them a voice, we transformed Lactofree into more than just a product—it became a movement for change in the dairy industry.
The Results
1.1 million views
Three times more than planned, driving massive awareness.
23% increase in brand volume growth
A significant uplift in market demand.
24% increase brand value increase
Strengthening Lactofree’s position as the leader in lactose-free dairy.
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