Visitors have been wondering why the fridges at W+K have been full to the brim with yogurt recently. All became clear this weekend: this spring, Britain learned that Iceland’s traditional and nutritious yogurt, skyr, is set to conquer our shores.
Arla Skyr is carefully made from skimmed cows milk following traditional Icelandic methods, which results in a delicious, silky texture that is low in fat, reduced in sugar and naturally high in protein.
We helped Arla introduce the product by creating a multichannel campaign, which launched in the UK this weekend with a 90” film, and will roll out in additional markets including Germany and the Netherlands.
Directed by Dougal Wilson through Blink, the TV spot is set in the 1960s and tells a story laced with Icelandic pluck and, of course, plenty of skyr. A young telephone exchange messenger goes to extraordinary lengths to keep his community connected to the world, and each other, via the only telephone in their remote village. Naturally, bowl after bowl of skyr keeps him going; whether the message he’s delivering is difficult to swallow or a little more mundane, no obstacle is too big and no news too small for the young hero.
Outdoor executions photographed by celebrated photographer Andy Sewell will begin popping up around the country starting in June, heralding the arrival of Iceland’s super yogurt.
Campaign activity will continue online and on social channels, with a series of three short documentary films launching later in April, featuring modern day Icelanders.
Grab yourself a bowl of skyr, and stay tuned for much more yogurty goodness from us.