The UK’s leading natural cheese slice brand[i] will return to screens with its ‘Incognito’ creative from 12 January, running across TV and BVOD throughout January – February, before returning again in September.
Building on strong results from the 2025 campaign, the activity continues to tap into Leerdammer’s ‘Deliciously Different’ positioning and distinctive comedic tone. The advert centres on the insight that the brand’s mild, nutty flavour keeps consumers coming back “time and time again”; following a shopper repeatedly returning to a supermarket sampling counter, each time in a new disguise, to enjoy extra tastes of the cheese.
Expected to reach over 10m target shoppers, the activity will once again hero Leerdammer’s flagship slices, Leerdammer Original Slices and Leerdammer Light Slices, and is supported by in-store activation across the year.
The ‘Incognito’ advert continues to test extremely well, with a 98% Awareness Index, impressive short-term sales potential (95%), strong persuasion and standout cut-through. Results from the 2025 campaign also showed a proven ability to drive strong brand recall and sales uplifts during TV bursts.
Heloise Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland, said: “Following the strong performance of our 2025 activity, we’re delighted to bring ‘Incognito’ back with in 2026. The campaign has already proven its ability to drive exceptional brand recall, and this refreshed burst allows us to build on that momentum with both existing fans and new shoppers.
“With Leerdammer’s mild, nutty flavour at the heart of the creative, we’re confident this campaign will continue to strengthen the brand’s presence in UK households and inspire more consumers to choose Leerdammer as their go-to cheese slice.”
[i] Circana total market 52we 29.11.25, sliced segment
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