Lactalis McLelland is backing its Seriously Strong Spreadable brand with the roll out of an awareness-raising campaign spearheaded by television advertising in the UK.
Airing nationally until September, the campaign aims to communicate the brand message ‘the same great Scottish taste, just spreadable’ and will run during programmes such as Coronation Street and Hollyoaks.
The television advertising runs alongside other marketing activities, including print and social media advertising.
Last year, Seriously Strong Spreadable entered the portions segment for the first time in a bid to meet growing demand for convenient cheese portions.
Sales director for Lactalis McLelland Mike Chatters said: “This media campaign builds on a strong 12 months for Seriously Strong Spreadable. The launch of the new vintage variant last summer was closely followed by the roll out of Seriously Strong Spreadable Squares, which saw the brand tap into the portions segment for the first time.
“These innovations have been extremely well received by consumers and have contributed to brand and category growth.”
“The media campaign has been devised to raise awareness of Seriously Strong Spreadable’s cheddar taste credentials by reassuring consumers that it is the tastiest cheese spread because it is made with characterful Scottish cheddar.”
Lactalis McLelland is the UK subsidiary of Groupe Lactalis, the world’s largest cheese manufacturer. The company manufactures a range of leading cheese brands, including: Seriously, Seriously Strong Spreadable, Galloway, Orkney, Galbani, Président and Lindahls.
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