Lactalis McLelland’s Seriously Spreadable brand is set to return to TV screens this week with its successful Be a Real Cheddar Spreader television advertising campaign, which will be running from the beginning until the end of April.
The campaign, which forms part of a £1.2 million marketing support package for Seriously in 2019, will appear on terrestrial and video-on-demand channels and is expected to reach 66% of the brand’s key audience of UK families. Currently driving growth into the spreadable cheese market, as the fastest growing brand in the category, Seriously Spreadable is seeing +12% value growth[i].
The campaign features 10- and 20-second executions and has been developed to raise awareness of Seriously Spreadable’s tangy cheddar taste credentials, by reassuring consumers that it is made with characterful Scottish cheddar and that it is easy to spread.
Mike Chatters, Sales Director for Lactalis McLelland, said: “As the fastest growing brand in the category, Seriously Spreadable is already the brand of choice for many shoppers looking for a quality spreadable cheese. We believe that this is the perfect time for Seriously Spreadable to return to our TV screens, to further heighten consumer awareness and drive further sales.”
The campaign will be supported by in-store activation and retailer-specific promotional activity, as well as an influencer campaign that runs in May and June.
The Seriously brand is also celebrating the launch of a new pack size for Seriously Spreadable Vintage, which will now be available in 250g format in Asda stores from April. This follows the huge success of Vintage 125g, which is currently seeing a +50% value growth in the major multiples[ii].