Arla Foods Annual Report 2020

Management Review Our Strategy Our Brands and Commercial Segments Our Responsibility Our Governance Our Performance Review Our Consolidated Financial Statements Our Consolidated Environmental, Social and Governance Data BRANDS (CONTINUED) PUCKⓇ IMPROVED POSITION IN SAUDI ARABIA In 2020, with revenue exceeding EUR 400 million in MENA, our strong Middle East brand, PuckⓇ solidified its brand power and brand share. This was a result of the household brand's ability to quickly adjust to the new consumer demand and inspire consumers through online channels. With a special focus on supporting and inspiring mothers to provide for a festive Ramadan despite the challenges caused by the pandemic, PuckⓇ launched the 'Moms CAN' campaign reaching thousands of women. KRAFT® GREW REMARKABLY IN THE MENA REGION In May 2019, the KraftⓇ portfolio was added to our Arla Middle East and North Africa (MENA) business and delivered strong results during the first year. With our strong market presence in MENA and exceptionally high front line power, combined with an increased digital focus, KraftⓇ was relaunched in the region with the "Kraft it!" campaign. Consumers welcomed the 'new' Kraft® brand, and sales really started picking up. CASTELLO'S 'FEED YOUR SENSES' DIGITAL CAMPAIGN ENGAGED OVER 30 MILLION PEOPLE GLOBALLY As a response to people increasingly searching the internet for food inspiration during Covid-19, CastelloⓇ ramped up the digital 'Feed your senses' campaign and met consumers head on with a bunch of digital content. On top of this, a new global content partnership with the food content platform 'Tastemade' was launched in 6 markets, taking CastelloⓇ to a more millennial audience. As a result, CastelloⓇ more than tripled the number of people it engaged with compared to last year. Year on year, the digital campaign, supported by strong promotions and in-store activation, has driven solid growth in the pre-packed cheese business, which is now above 6 per cent. 24 ARLA FOODS ANNUAL REPORT 2020 Puck Kraft Cheddar Cheese Kraft Cheddar Cheese Kraft Cheddar Spread Originar CASTELLO Extra Creamy Brie

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