Arla Foods (MENA)
Arla Foods (MENA) drives 60% New to Brand Customer Lift
Arla Foods’ in-house digital team, “The Barn”, drives customer acquisition by modelling retail transaction data.
23
%
Revenue Growth
60
%
“New to Brand” shopper lift
Client
Company Size
20,000 employees globally
Industry
Solution
LiveRamp Clean Room
Analytics Library
Measurement
Use Cases
Audience Segmentation and Analysis
Retail Transaction Data Collaboration
Audience Building
Activation multi-channel
Post Campaign Measurement
23
%
Revenue Growth
60
%
“New to Brand” shopper lift
Arla Foods Ltd is a leading global dairy company based in Denmark. It is known for its cooperative model, where dairy farmers are the owners. It produces a wide range of dairy products, including milk, cheese, butter, and yoghurt. It operates in over 100 countries and employs approximately 20,000 people worldwide, with a turnover of approximately €11 billion in the recent financial year.
Arla Foods emphasises sustainability, innovation, and quality, aiming to provide healthy and nutritious products while minimising environmental impact.
The Challenge
Dairy consumption in the Middle East has risen rapidly over the last few years. The region currently produces 7.4% of the world’s cheese and consumes around 9%. Consumption is expected to rise by over 11% in the next four years.
Arla Foods wanted to boost market share in the UAE of its brand Puck Cheese by increasing penetration of Blue Jars and cross selling the rest of its portfolio products to existing shoppers. Being a brand that does not have its own commerce platform, Arla could only measure ROI of the Puck campaign through marketing mix modelling studies, and so it was looking for a solution that enabled the brand to measure impact on sales in a more agile and robust approach.
Arla also wanted to build on its consumer profile analysis across all customers, including cheese buyers of competitors and its regular ‘Back to School’ customers. The objective was to uncover the opportunities to grow the category and gain/increase market share from competitors.
The Solution
To build an effective campaign using retail transaction data insights, Arla partnered with LiveRamp and Carrefour, Majid Al Futtaim across MENA, the leading regional grocery retailer, to implement a robust, data-driven strategy.
This type of forward-thinking data collaboration allowed Arla to use the retail transactional data inside their clean room via LiveRamp to easily visualise audience insights, total sales data, and macro market trends.
From this, Arla built three robust, insight-rich audience segments for the campaign, thereby giving the campaign a strong, identity-rich data foundation to target. These were the following;
- Competitive Cheese Segments
- Puck Cheese Buyers
- Back to School Buyers
Using these robust audience segments allowed Arla to run media campaigns for Puck Cheese products on platforms such as META, TikTok, and Google, using deterministic (rather than probabilistic) data for more accurate attribution points between exposure and ultimate sale.
Arla’s second objective was to measure the effectiveness of the audience segment and understand the split of buyer profiles, e.g., Existing, New, and loyal customers. This could be achieved using transactional data from the major grocery retailer via the LiveRamp Clean Room.
Arla wanted to use this retailer data as a proxy for the entire market to validate penetration and category/SKU-level growth.
Our first pilot with LiveRamp, in partnership with MAF, marked a breakthrough in data-driven marketing for Arla Foods. For the first time, we seamlessly connected off-site targeting with in-store and on-site sales impact, unlocking unprecedented precision in audience segmentation and measurement. This pioneering trial not only validated the power of shopper data but also set the stage for a new era of smarter, performance-driven marketing investments.
The Results
The campaign was a resounding success, leading to growth amongst the specifically promoted Puck Cheese products and across the entire Puck Cheese product line.
Overall, Arla saw a 23% Revenue Growth in Shoppers through the campaign rate with selected promoted products.
Arla saw an average of 60% new-to-brand shopper lift across 6 Audience Groups, with Cohort Segmentation from one audience seeing an 86% new-to-brand shopper lift with selected promoted products.
Conversely, Arla saw a halo effect across the entire category of 55% of New to Brand shopper lift.
As a market first, we are excited to see these results from Arla’s in-house team, “The Barn”, and the delivery of an in-market first Data Collaboration with Retailer data to drive new-to-brand customer acquisition and category growth.
What’s Next?
Arla now looks to expand across more categories and product SKU sets, expanding its understanding of market opportunities, category, and product penetration and building audience strategies to focus on acquisition and competitor conquest.