Arla targets $25b in total revenue
European dairy co-operative Arla Foods is forecasting a total revenue of nearly $25 billion this year.
A global push on Arla's Castello cheese will piggyback on the release this month of the movie Burnt, starring Bradley Cooper and Sienna Miller, in which the cheese will make a cameo appearance.
Arla Foods and The Weinstein Company have struck the deal, hoping Castello will be seen by millions of moviegoers and food-lovers.
Even a few seconds in a Hollywood movie with stars like Bradley Cooper, Sienna Miller and Emma Thompson is the dream of many actors, so it's a dream come true for the Castello brand, Arla says.
Cooper plays a two-star Michelin chef, Adam Jones, obsessed with creating 'taste explosions'. He sets out to land his own kitchen and a third elusive Michelin star with the best of the best on his side.
The movie cameo spearheads the largest-ever global promotion of Castello, targeting the US, UK, Australia and Scandinavia, Arla says. Castello is also licensed to run promotions globally featuring Burnt and the cheese.
"It's always special to land your first role in a Hollywood movie," says Francesco Leone, vice president and responsible for the Castello brand in Arla Foods. "We know there is a documented effect on sales in having your brand feature in a movie of this size."
Castello cheese is sold in 80 countries, the biggest sales being in Germany, Scandinavia and USA.
Coinciding with the movie launch will be advertising in North America, Europe, Australia, Asia and the Middle East.
"We will entice consumers around the world to be inspired by the story of Adam Jones and recreate delicious recipes and cheeseboards using Castello cheese, which pay tribute to the movie," says Francesco Leone. "We will encourage foodies... by giving them access to one-of-a-kind recipes from the film."
Coming to a cinema near you
- Castello cheese was first made in Denmark in 1893.
- Castello cheese, sold in 80 countries, is made in Denmark, Sweden and Germany.
- Bestselling Castello cheeses are Creamy Blue, Höhlenkäse, Danish Blue, Decorated cream cheese with pineapple, Havarti, Cheddar, and Creamy White.
