In order to celebrate the season in a festive way, dairy company Arla Foods UK is marking the occasion with the installation of a milk bottle Christmas tree. The all-white bottle tree is especially arresting because it features flowing milk and is festively backlit.
The festive tannenbaum set up at London's South Bank is part of Arla's White Wednesdays campaign, which promises a surprise for each Wednesday of the week during December. Some of these surprises include stunts, PR and print advertisements.
The campaign is significant because many Londoners are passionate about supporting farmers as the prices for milk and other dairy goods skyrocket. In order to reach the public, this is one initiative that's being put in place to remind people to support their local dairy farmers. As well as being timely for Christmas, the campaign will be tied into the new year.