Dairy business Lactalis UK&I is launching the latest phase of its 2026 TV ad campaign for Seriously Spreadable Cheddar this August, as part of a campaign with an annual media value of £1.2m, designed to build brand awareness and drive value growth in the cheese fixture.
The latest activity launched this week August and runs for three weeks across TV, BVOD and YouTube. It marks the third phase in a three-part 2026 campaign, following earlier activity in February and April.
The investment underlines the supplier’s “commitment to building its branded cheese portfolio and supporting retailers with high-impact media that drives awareness, frequency and purchase consideration,” it said.
The campaign brings back Seriously’s existing Habits creative, showcasing the irresistibility of Seriously Cheddar through the playful and memorable ways people enjoy it.
The creative has previously performed strongly, delivering an uplift in base sales each time it has aired, Lactalis said. The 2026 campaign builds on this by continuing to grow awareness, attract new shoppers and encourage repeat purchase.
Héloïse Le Norcy-Trott, group marketing director at Lactalis UK&I, said: “As a leading dairy business, we have an important role to play in supporting retailers with strong, high-performing brands that drive growth.
“Seriously has built a clear leadership position within the category, and this latest TV investment is designed to keep the brand front of mind, drive frequency and encourage more shoppers to choose Seriously Spreadable Cheddar.
“The Habits creative has already demonstrated its ability to connect with shoppers and support sales. Bringing it back across TV and digital channels gives us a proven platform to continue building momentum behind the brand.”
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