Lactalis McLelland’s Seriously Spreadable brand is set to benefit from a new television advertising campaign, which broke on 1 May 2018 and runs into June, with a second burst planned for later in the year.
The campaign, which forms part of a £1m marketing support package for Seriously Spreadable in 2018, will appear on terrestrial and video-on-demand channels and is expected to reach 60% of the brand’s key audience of UK families.
The Be a Real Cheddar Spreader 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.
“The new television advertising campaign builds on an impressive 12 months for the brand,” said Mike Chatters, sales director for Lactalis McLelland. “Already the UK’s No 1 spreadable cheddar, Seriously Spreadable continues to drive the category by growing at 13% in terms of both volume and value sales1.”
This growth has been aided by a new look unveiled last year which included a packaging makeover and new brand identity designed not only to help broaden Seriously Spreadable’s appeal to families but also reinforce its cheddar credentials. Seriously Spreadable has also benefited from an improved recipe which was introduced at the start of the year.
Chatters added: “Seriously Spreadable is already the brand of choice for many shoppers looking for a quality spreadable cheese and this new campaign is sure to heighten consumer awareness and drive further sales.”
The campaign will be supported by in-store activation and retailer-specific promotional activity.