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Seriously Strong, a Lactalis McLelland brand, is investing more than £1m to support its award-winning Seriously Strong Cheddar.

This is the biggest investment in a standalone TV advertising campaign from a Cheddar brand this year.

The national campaign launches on 20 October and is designed to raise consumer demand, encourage trial and build brand loyalty.

Viewers will be able to enjoy the campaign on breaks between primetime programmes such as Coronation Street, Heartbeat and Jamie’s Ministry of Food.

Renée Milkop-Kerr, Marketing Manager for Seriously Strong, believes the campaign puts the brand in the prime position to significantly increase its share of the Cheddar market.

“Seriously Strong is a recognised, high-quality product that really delivers in terms of unrivalled taste and heritage. With the current economic situation, consumers are looking for great value products without compromising on quality. We're confident this campaign with drive consumers into the dairy aisles to trial our products, and we're in no doubt that our cheese will deliver on all these promises.

“This is a real investment for the brand. It's the first time in four years that Seriously Strong has benefited from a nationwide TV advertising campaign. Our aim is to communicate the significant taste difference you receive with Seriously and to further strengthen and grow our position in the market place.”