When Covid brought the summer events calendar to a standstill, including the 2020 Olympics, we saw an opportunity in all that suddenly unclaimed attention. If people couldn’t watch the summer’s biggest sporting events, we’d give them an alternative.

We turned to the internet’s surprisingly competitive world of marble racing and proactively pitched Cravendale as the perfect brand to bring it to a bigger audience - combining family entertainment, participation and just the right amount of silliness.

Last Marble Standing became our alternative online Olympics, with Cravendale as the official sponsor. Partnering with Jelle’s Marble Runs, we created a series of bespoke events, with milk-themed teams competing head-to-head across the summer.

Each event became a long-form YouTube film, pulling hundreds of thousands of views and backed by some serious sporting credentials - including Gabby Logan, Dame Kelly Holmes and Chris Kamara.

We created opportunities for fans to engage at every stage, from family creators and an Instagram filter game to an on-pack AR competition, exclusive merch and DIY guides for building marble runs at home. Fans chose sides, built their own tracks and even created dedicated fan pages for individual teams.

The campaign generated 8.9m engagements, 90%+ positive sentiment for both Cravendale and the campaign, built a new Instagram audience from scratch and went on to win Campaign of the Year at Arla’s internal awards.

I even got my own marble cameo in the opening ceremony...