25 Years of Cravendale

Cravendale's 25th anniversary needed content that entertained while still landing the brand's Fresher for Longer message and farmer-owned story, without feeling like conventional advertising in paid placements. Milk is a low-involvement staple, and social audiences skip content that looks like a straight brand ad, so The Goat Agency worked from a casting insight: pairing two contrasting personalities, one earnest and one comedic, keeps audiences watching long enough for the product message to come through naturally.

The idea was to throw the brand a 25th birthday party at a Cravendale dairy farm, hosted by Kaleb Cooper of Clarkson's Farm for the farming side and culinary creator and rapper Big Zuu standing in for the everyday consumer. The Goat Agency's in-house production team ran the day from concept and storyboarding through filming and editing, producing a full-length film for Arla's own channels plus short-form organic and paid cutdowns for TikTok and Instagram, timed as a UK paid social push.

One produced event fed the whole plan, and setting it at the dairy farm tied the entertainment back to the provenance story rather than leaving the celebration generic. The Goat Agency reports 18M impressions, 42K link clicks and 1.8M 15-second paid views at a 39% view-through rate, 13 points above its internal target, plus a Drum Awards for Marketing finalist placing. Every figure is agency self-reported and none was independently verified. Arla's own page corroborates the party, hosts and film but does not credit the agency, the 2023 campaign year is inferred from the 1998 launch, and no engagement, sales or brand-tracking data was disclosed.