Arla: Champions of Dairy

We worked closely with Arla to level-up their annual conference, bringing together their commercial and brand teams for a day of insight and collaboration.

Our key focus in the conference management planning stages was developing a strong identity for the event, as well as curating engaging theming, a strong tone of voice, unforgettable experiences, and inspiring content.

Branded Jord bunting displayed at the Arla Champions of Dairy event

Concept

A sports-inspired theme linking high performance to dairy excellence

The event theme explored the connection between sport and high-performance; developing a title of ‘Champions of Dairy’.

As the Olympics approached and a summer of sport unfolded in 2024, this theme was created to resonate with attendees, showcasing how the same principles that drive athletic champions can be applied to achieve excellence in the dairy industry and business performance.

The primary messaging was supported by three key pillars: ‘Preparation, Performance and Celebration.’ which were weaved through the entire event.

Signed cow statue with attendee names at the Arla Champions of Dairy event

Presenter speaking on stage at the Arla Champions of Dairy

Golden statue at the Arla Champions of Dairy

Experience

Headingley Stadium - an iconic sporting venue

The venue we sourced was Headingley Stadium, with the main plenary overlooking the iconic rugby and cricket grounds. We prioritised the attendee experience, creating three sports-themed breakout rooms: ‘The Locker Room’, ‘The Victory Lounge’, and ‘The Hall of Champions’.

Each breakout room featured a mix of sampling opportunities, talks from key team members, and interactive activities for attendees to enjoy. Our team expertly managed the logistics of the breakout rotations on-site, ensuring a seamless experience throughout the day.

Our creative team developed comprehensive event branding, including AV set-up, printed materials, branded templates for the Arla team, and on-site videography. The day concluded with a video montage of the event, which was showcased during the final session.

Results

Arla's 'best conference ever'

Feedback from the day was fantastic, with attendees describing it as Arla’s ‘best conference ever’. The brand and commercial team feedback explained that the day had set them up perfectly for success and sparked conversations that will drive growth for Arla in 2025.

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