Carmichael Lynch Relate was honored for its work with Arla Foods at the In2 SABRE Awards in New York on Tuesday night. The agency took home the top award in the Best Use of Integrated Social Media category.
Arla’s mission is to produce and provide the best quality dairy products in the world, free from any artificial flavors or preservatives, all while promoting sustainable dairy farming practices and strict animal welfare standards. In Europe, Arla products have more than 80 percent share in the dairy aisle but the company has very little presence in the U.S.
Carmichael Lynch Relate introduced consumers to Arla’s great tasting, meltable cheese slices by throwing a 12-day party in honor of grilled cheese, beginning on April 1 and culminating on April 12, which just happens to be National Grilled Cheese Day.
“Attention-getting creative is critical to creating breakthrough public relations programs,” said agency president Julie Batliner. “This campaign shows off our thinking and interdisciplinary chops in a way that we are incredibly proud of.”
The In2 SABRE Awards are in their fifth year, hosted by The Holmes Report — one of the leading sources of public relations news. The awards are specifically built to celebrate innovation in public relations and social media.