Arla Pro
Arla Pro’s “Britain’s Best Pizza” ignited national excitement among pizza chefs, tripling entries year-on-year and firmly positioning the brand as the UK’s category leader in foodservice dairy.
“Britain’s Best Pizza” by Arla Pro is a foodservice-first awards programme created to inspire, engage and reward pizza professionals across the UK. Designed to deepen brand affinity and drive operator engagement, the 2024 campaign built on its debut year to generate major growth. New judges and influencers helped extend reach, while smart media integration - from paid social to third-party editorial - amplified cut-through. Entries rocketed from 134 to 385, smashing the 40% growth target. Alongside impressive engagement metrics, the campaign brought new relevance and reputation to Arla Pro in the competitive pizza category. It’s now recognised not just as a supplier, but a driving force in elevating standards and creativity across the UK pizza scene.
Design & Artwork
Content Creation
Organic Social Media
This campaign delivered far more than impressions. It tripled qualified entries year-on-year, demonstrating deep resonance with UK pizza operators. Arla Pro saw a measurable rise in brand preference and engagement, thanks to smart targeting, community outreach and a compelling awards platform. The expanded reach across organic and paid channels translated into increased visibility, website traffic, and a stronger pipeline of foodservice leads. Perhaps most importantly, it embedded Arla Pro at the heart of a passionate, fast-growing sub-sector. In doing so, it strengthened operator relationships, shifted perceptions from commodity to partner brand, and laid foundations for long-term category leadership in premium dairy for pizza.
Year-on-Year Growth in Qualified Entrants
Total Campaign Reach
Total Campaign Impressions
