Arla is launching a £2m Cravendale campaign, featuring TV advertising and an on-pack promotion.

The ad, featuring the cats with opposable thumbs, will hit screens on September 8 for a four week run, followed by a second burst at the end of October. The promotion encourages consumers to collect 10 on-pack codes from 2l bottles of Cravendale, which can then be exchanged for an epic straw set.

The firm expects the activity to increase volume sales by 4% year-on-year. The on-pack promotion will run from September 24 to December 16.

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