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Thursday, 16 October 2008 |
 Seriously Strong, a Lactalis McLelland brand, is investing over £1m to support its award winning product Seriously Strong Cheddar. This is the biggest investment in a stand-alone TV advertising campaign from a cheddar brand this year.
The national campaign is launching on October 20 and is designed to raise consumer demand, encourage trial and build brand loyalty.
The advertisement will feature across major TV channels including ITV, Channel 4 and Sky.
Viewers will be able to enjoy the campaign on breaks between primetime programmes such as Coronation Street, Heartbeat and Jamie's Ministry of Food.
The campaign creative revolves around a relaxed 30-something informal dinner party where the focus turns to the cheese board and Seriously Strong's appearance. On tasting the cheese, they fall silent, savoring its delicious flavour and highlighting that Seriously Strong is "intensely delicious".
Renée Milkop-Kerr, marketing manager for Seriously Strong, believes the campaign puts the brand in the prime position to significantly increase its share of the cheddar market.
"Seriously Strong is a recognised high quality product that really delivers in terms of unrivalled taste and heritage," she said.
"With the current economic situation, consumers are looking for great value products without compromising on quality. As a brand we have an important role in reassuring the customer of this.
"We are confident this campaign with drive consumers into the dairy aisles to trial our products and we are in no doubt that our cheese will deliver on all these promises.''
"This is a real investment for the brand, it is the first time in four years that Seriously Strong has benefited from a nationwide TV advertising campaign.
"Our aim is to communicate the significant taste difference you receive with Seriously and to further strengthen and grow our position in the market place."
Source: Lactalis McLelland
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