Lactofree, the UK’s only range of lactose-free dairy, is shaking up the free-from sector with a bold new advertising campaign telling people triumphantly to ‘Say Yes’ to dairy with Lactofree. Created by Wieden + Kennedy the 30” and 20” TV spots are directed by Mighty Boosh director Paul King and will target the 15% of the UK population thought to be lactose intolerant.
The ad will feature a hedgehog (lactose intolerant by nature) as our hero, to convey to consumers who are unnecessarily missing out on their favourite dairy delights that they can in fact have dairy. They just need to avoid the lactose. Complete with a blue bow in her hair, we follow our hedgehog through her ‘hedgehog world’ missing out on dairy treats like cheese pizza and milky lattes. So she is elated when she realises that with Lactofree she can finally ‘Say Yes’ to proper dairy!
Lactofree is currently the fastest growing brand in the milk category, worth £17.1 million** and growing at 35.6% year on year*. This latest integrated campaign will be further supported further by a PR campaign led by Euro RSCG London PR with digital activity delivered by Outside Line.
The Lactofree range includes whole and semi-skimmed (fresh and UHT) and handy 20ml UHT portion packs; hard and soft cheese, fruit yogurts and cream. Lactofree spreadable is the latest product to be added to the range, available in 250g tub. The range is available from selected supermarkets from £1.60 (RRP).
