Seriously Strong has invested £5m in a completely new design that aims to enforce the cheese brand’s Scottish heritage.
The pack redesign from Coley Porter Bell features cues to Scotland’s rugged landscape, including cross-sections of crumbling cheese and a mountain-form strength indicator. This has already led to “a 10% increase in purchase intention during in-store testing,” the cheese maker claimed.
The new look will be accompanied by a television marketing campaign that highlights the company’s commitment to “selecting the finest pastures, perfecting characterful flavour and being deliciously irresistible”.
Featuring a voiceover from Scottish actor Dougray Scott, the film will seek to improve market share for Seriously Strong, which is currently the third largest in the UK cheese market.
But the company’s marketing director, Heloise Le Norcy-Trott, claimed that the brand led the way in taste terms: “Consumer testing has shown that we are the market leader when it comes to the unique taste of our cheddar, and we are truly excited about our outstanding new branding which we believe matches the quality and Scottish heritage of our cheese,” she said.
Seriously Strong’s new television advertisement
Le Norcy-Trott also said that the new campaign would herald an era of exciting growth and redefined positioning for the brand.
“We have big growth ambitions over the next five years and this campaign has been designed to transform how we engage with consumers, while emphasising the Scottish values that deliver such an intense and characterful flavour.
“Working alongside acclaimed film director Matthias Hoene and actor Dougray Scott has also been an enjoyable experience for everyone at Seriously Strong. Working with such heavyweights represents a real step-change in the approach and investment for the Seriously Strong brand.
“We are very excited about the roll-out of the campaign, as we forge ahead with our ambitions to double the brand value and secure the top spot in the UK cheese market.”
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