Lactalis UK & Ireland is continuing the fantastic success of its “It’s got to be Galbani” campaign this year in order to raise awareness for its leading Italian brand, Galbani. The ‘It’s Got to be Galbani” media campaign, which includes TV and radio advertising and represents a media value of £1.2million, launched in April and will continue until the end of August. The campaign promotes some of the hero SKUs of the range including Galbani Mozzarella (125g, Minis 150g and Maxi 250g) and Galbani Dolcelatte and will see radio advertising appear on some of the nation’s favourite radio channels including Classic, Heart, Smooth, Absolute, Magic FM, Capital, LBC and Kiss.
The TV campaign sees Galbani once again sponsor the popular Channel 4 cooking show, Come Dine with Me, for the second consecutive year. The sponsorship will be running on Channel 4, E4 and More4 until the end of August. It features new engaging and playful idents articulated around the same creative idea as last year – playing on the infamous scene from the show Come Dine with Me itself, where one of the contestants struggled to pronounce the word magnificent. The objective of the campaign is to raise awareness of Galbani amongst its key target audience of 25 to 35-year old foodies by playfully encouraging the nation to pronounce Italians’ favourite mozzarella brand properly.
Héloïse Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland, explains: “We are delighted to announce that we are continuing to invest in our leading Italian brand, Galbani, with an engaging multi-channel media campaign that we are confident will achieve strong coverage across our consumer portfolio. We are building on our very successful creative which helps Galbani resonate with its core shoppers, whilst raising the brand awareness in an engaging and entertaining way.”
Currently enjoying +4.7% value sales growth[i], Galbani, is the leader in Italian cheese worldwide and in the UK.
[i] IRI, Major Multiples 12 weeks ending 1 February 2020