Arla initiated the cooperation with Vasaloppet in 2014 and it became Arla’s largest and most important sponsorship during the year. After the success from the first year Arla decided to continue the cooperation and also extend the activation to also include an indoor exhibition.
Le Pacte are since then responsible for Arla’s entire activation and sponsorship during Vasaloppet, both in the tracks, the finish area and inside Vasaloppsmässan. During Vasaloppet 2017, we created over 81,000 unique consumer contacts and the visibility was measured to over 250,000 people with the campaign ”Naturens egen sportdryck”.
Something new and exciting for 2017 is ”Nattvasan” where we offered pancakes to the 1 600 people that traveled the 90 km in the dark.