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The first ad shows the group, which first hit screens last year, attempting to scale the side of the milk bottle. }

The pirate logs his pick axe in the carton lid, while the cyclist defies gravity by managing to support cow in one hand with his bike in the other.

The strap line for both ads reads: "Its not just any milk, its filtered to make it purer"

Earlier this year Arla Foods, the parent company of Cravendale appointed digital agency Outside Line to overhaul the Milk Matters web portal, milkmatters.co.uk.

The revamped site will include further product information and a "making of" section focusing on its TV ads as well as user-generated video and content aimed at encouraging users to interact with the brand.



Project Name: Cravendale, It's Filtered to Make it Purer
Client: Louise Barton, senior brand manager, Arla, Cravendale
Brief: To communicate the benefits of Cravendale's unique filtration process
Creative Agency:Wieden & Kennedy, London
Copywriter: Nicholla Longely
Art Director: Nicholla Longely
Planner (Creative Agency): Matt Boffey
Media Agency: Carat
Media Planner: Greg Paterson
Media Spend: £600k (Press And Posters)
Photographer: Franck Allias
Photographer's Agency: Patricia Mcmahon
Retouching Company: Tapestry
Exposure: Press & Outdoor