Lactalis McLelland, the UK subsidiary of the Lactalis Group, Europe’s largest dairy company, is investing an additional £1.5 million in primetime TV advertising to further support its Président® brand.
Launching on the 1st February, the three week nationwide campaign is designed to raise consumer demand, encourage trial and build loyalty for the delicious, sweet, nutty tasting Emmental.
The twenty-second advertisement will feature across major TV channels including ITV1, C4, Five and Satellite National, in campaign breaks between primetime programmes such as Coronation Street, Dancing on Ice, CSI and Come Dine with Me.
Martin Rickenback, Group Marketing Director of Lactalis McLelland, believes the campaign puts the Président® brand in the prime position to significantly increase its share of the continental cheese market.
“After the success of the initial advertising campaign last year, we have decided to kick-off 2010 with further investment in TV advertising to support the growth of Président®.”
Source: President
