Lactalis McLelland has started a marketing campaign for its Seriously Spreadable cheese line in the UK.
Targeting audiences such as busy families that care about what they eat but are time poor, the ‘there’s cheese spread, then there’s Seriously’ strapline aims to position the brand as a high-quality product.
The introduction follows on from an awareness-raising campaign last year and the latest marketing features adverts across TV, on-demand video, live activation in-store and social.
Initials, the creative agency which developed the campaign, moved the focus onto the quality of flavour and taste delivered by the range, leading to better cheesy meals or snacking moments for the whole family.
Lactalis group category and marketing director Heloise Le-Norcy Trott said: “Consumers are increasingly conscious of the quality and origin of the products they buy, but they are also time-poor and living life on the go.
“Seriously Spreadable is a product designed to meet these competing needs, and Initials developed the perfect campaign for us to convey that fact. We were really impressed with the work the team did on the rebrand last year and it’s great to be working with them again on this latest activation.”
Richard Barrett, managing director of Initials, said: “The team at Initials has really enjoyed working with Lactalis on this new campaign for Seriously Spreadable. The multi-channel, integrated nature of the work has allowed us to flex our creative muscles, via a campaign that takes the product category in a new direction.”
Last year, Lactalis McLelland unveiled a new look for its Seriously Spreadable range which included a packaging makeover.
© FoodBev Media Ltd 2018
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