Seriously® Strong, a Lactalis McLelland brand, is investing £1.3 million to support its award winning products Seriously® Strong cheddar and Seriously® Strong Spreadable.
The nationwide four-week campaign is launched on 16th 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 million with Seriously® Strong Spreadable worth over £3.2 million at retail in the UK. The brand worth was proven earlier this year, when blind testing found that almost 6 out of 10 consumers 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.” An additional Seriously® Strong Spreadable 10 second tag 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.’’
Lactalis McLelland
Tel: 0141 552 2962
www.mclelland.co.uk
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