Seriously® Strong, a Lactalis McLelland1 brand, is investing £1.3 million to support its award winning products Seriously® Strong cheddar and Seriously® Strong Spreadable. The nationwide four-week campaign launched this week (week commencing16th November) and is designed to raise consumer demand, encourage trial and build brand loyalty. It features across major TV channels including ITV1, ITV2, C4, Sky1, E4, Film4, Living and MTV.
The Seriously® Strong brand is now worth £52.8 million2 with Seriously® Strong Spreadable worth over £3.2 million3 at retail in the UK. The brand worth was proven earlier this year, when blind testing found that almost 6 out of 10 consumers4 preferred Seriously® Strong over Cathedral City Mature.
The campaign creative revolves around a group of 30-somethings having a relaxed informal dinner where the focus turns to the cheese board and Seriously® Strong’s appearance. On tasting the cheese, the guests fall silent, savouring its flavour and highlighting that Seriously® Strong is “intensely delicious.” From the 23rd of November, a Seriously® Strong Spreadable 10 second tag will be added. This creative revolves around a 30-something lady on the phone, enjoying the flavour of Seriously® Strong Spreadable so much she forgets she is on the phone.
David Bennett, Marketing Manager for Seriously® Strong, believes the campaign puts the brand in a 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. In the current economic climate consumers are increasingly looking for high quality products that deliver superb value for money. As a brand we have an important role in reassuring the customer of this and believe the quality of our products speaks for itself. It’s really exciting that we can include Seriously® Strong Spreadable within the advertising campaign, this product has been extremely successful for us resulting in two range extensions earlier this year.
We are confident this campaign will drive consumers into the dairy aisles to trial our products and we are in no doubt that our cheese will deliver on consumer expectation.’’
1Seriously® Strong is a brand of Lactalis McLelland, the UK subsidiary of the Lactalis Group, Europe’s largest dairy company.
2ACNielsen to 3rd October 2009 according to ACNielsen total coverage.
3ACNielsen to 8th August 2009 according to ACNielsen grocery multiples.
4Hall tests compared Seriously® Strong with Cathedral City mature. 59% of the 160 mature cheddar consumers tested preferred Seriously® Strong, conducted by SAM Sensory and Marketing, July 2009.
Seriously® Strong was launched in 1996 and won the Supreme Champion Award at the British Cheese Awards in 2007. Smooth, Seriously® Farmy, Seriously® Strong Spreadable, Seriously® Lighter, Seriously® Vintage and Seriously® Smokey between them offer something to suit every mood and occasion. Seriously® is a registered trademark.
Tel: 0141 552 2962