Bel UK maximises Laughing Cow advertising

Thursday, 15 January 2009

Bel UK is boosting awareness and driving demand for The Laughing Cow with a four week TV advertising blitz that will ensure the brand is front-of-mind with shoppers during the key post-Christmas trading period.

The advertising is the first of multiple TV bursts planned during 2009 and will kick-start New Year sales momentum by emphasising the brand's positive image, personality and attributes, to clearly differentiate it from competitors on the cheese fixture.

Jean-Paul Pelaez, Head of Category Management at Bel UK, said: "The umbrella campaign covers all three of The Laughing Cow variants: Original, Light and Extra Light so will target dieters and those counting calories or making healthier choices following an over-indulgent festive season.

"The campaign will strengthen brand equity and build awareness of The Laughing Cow by delivering an appealing message about product credentials at a crucial time of year for the cheese category."

The 20-second commercial called the Painting was first aired last year; it stars a contemporary family and shows what happens when The Laughing Cow comes into their world.

A combination of animation and live action, the commercial delivers the strong message "discover a world of dairyness" and underlines the brands fun and humorous image.

The advertising campaign runs from now until February 8th on a variety of terrestrial and satellite channels including ITV, GMTV, Channel 4, Five and Sky/cable channels.

Pelaez added: "We are reaching as many key shoppers (housewives with kids) as possible in the weeks ahead with a media schedule that reflects the audience's interest in entertainment programmes, examples include reality shows such as Celebrity Big Brother and ‘soaps' including Coronation Street.

"Tailoring the audience reach in this way will ensure the campaign has a significant impact and really delivers for our retail customers in terms of increased sales."

Advertising will build the success of The Laughing Cow which is established as the No 1 brand in cheese triangles.

It has also increased value sales by 19.1% in the most recent 12-months audit period to take a 30.7% value share of business.

Source: Bel UK