Arla
The Unblind Taste Test

Client

Arla

Campaign

The Unblind Taste Test

Arla Foods, the world's fifth-largest dairy company, launched fresh-tasting, four-ingredient cream cheese just as Americans were demanding healthier, non-processed foods. We had to get Americans to taste it and move forward.

In our research, when consumers tried Philly vs. Arla with packages in front of them, they almost always chose Philly. When we eliminated branding in blind tasting, they overwhelmingly chose Arla on flavor alone.

We set up an “unblind” taste test in a grocery store, asking consumers to choose between two cream cheese samples. No packages were shown, only the ingredients list.

The Unblind Taste Test

Hidden cameras captured consumers’ horror at Philly’s 12 unrecognizable ingredients vs. Arla’s four simple ones. Taking testing further, we gave away 2 million samples. Branding searches increased 3,000%. Household penetration grew 517%. Seven million households tried Arla. It was the No. 2 brand in less than 12 months.

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