32% of UK adults report a dairy intolerance, leaving them feeling shut out of a food category everyone else gets to enjoy, and free-from alternatives have a reputation for not living up to the real thing.
For the launch of its Greek Style Yogurt, Arla LactoFREE needed to prove that going lactose-free didn't mean compromising on taste.
We partnered with 8 creators across four archetypes, Feel Good Foodies, Wellness Seekers, Lactose Free, and Comedy, spanning both Instagram and TikTok, to show LactoFREE fitting naturally into real routines: vibrant breakfasts, recipe swaps, and honest first-taste reactions from people who actually live dairy-free.
Organic engagement rate hit 5.26%, more than 2.5x the 2% industry benchmark. One creator's additional, organic Instagram Reel added an estimated £5,000 in earned media value on top of contracted results.
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