Bel UK’s Leerdammer brand is back on the box this January with an updated television commercial, highlighting for the first time ever its Leerdammer Lightlife sku in a bid to target health-conscious New Year shoppers.
The ‘Incognito’ execution that first aired in September 2012 has been updated with a Leerdammer Lightlife tag in the last frame, bearing the message ‘Try Leerdammer Lightlife, with 38% less fat’ (vs Original). The decision to focus on the lower-fat sku comes out of its strong performance in 2012, with unit sales increasing by 18%.
The ‘Incognito’ creative shows a man tasting Leerdammer Original Slices at an in-store sampling stand. Drawn to the cheese’s soft, creamy texture and sweet, nutty flavour, he keeps finding ingenious ways to come back for more. The aim of the advert is to encourage shoppers to think of Leerdammer as a unique, irresistible brand, with the updated Lightlife tag set to appeal to growing consumer desire to adopt lower-fat options after the indulgence of the festive season.
Leerdammer has the highest value and volume share of the branded natural cheese slices category. It is the number-one selling sliced cheese brand on the market, with a share of 10.5%, at £12.6m value sales. Not only do the Lightlife slices contain 38% less fat than the original version, but also 50% less fat than standard cheddar – making them a great alternative for those who want to watch what they eat without compromising on taste.
James King, Bel UK marketing director, says: “Incognito is about communicating the unique taste profile of Leerdammer and helping to encourage consumer trial and bring new consumers into the natural slices sector. Highlighting our successful Lightlife product at a time of year when shoppers are on the look-out for healthier products makes perfect sense.
“With household budgetary pressures, more and more people are preparing sandwiches at home rather than buying them outside – the natural slices sector is in a great position to benefit from this trend. As the branded leader in the sector, we are determined to ensure this potential is realised by continuing to invest in advertising during 2013. I would encourage retailers to prepare for increased shopper demand, particularly for Lightlife, and ensure they are stocking the right range of formats to meet the variety of consumer needs.”