Lactofree 'Lactofree 2011' by Wieden + Kennedy London

Created by Wieden + Kennedy, the work will run exclusively in the Metro newspaper group. The ads were illustrated by Owen Gildersleeve, using a range of hand-crafted methods.

The new creative aims to simplfy the world of lactose intolerance, helping people fully understand lactose intolerance.

TV advertising supports the campaign, continuing its focus on the 2010 "Dump the lactose, not the dairy" messaging. 

The combined marketing spend of £1.3 million under the creative lead from advertising agency Wieden + Kennedy, with media buying from Carat, PR from Euro RSCG London PR and digital activity from Outside Line.