Lactalis UK & Ireland has relaunched its successful Leerdammer TV campaign for 2026, backed by an investment of around £1m, it said.
The natural cheese slice brand will return to screens from this month, running across TV and other platforms through to the end of February, before returning again in September.
Building on strong results from the 2025 campaign, the activity continues to tap into Leerdammer’s Deliciously Different positioning and comedic tone.
The advert centres on the insight that the brand’s mild, nutty flavour keeps consumers coming back, following a shopper repeatedly returning to a supermarket sampling counter, each time in a new disguise, to enjoy extra tastes of the cheese.
Expected to reach over 10m target shoppers, the activity will once again hero Leerdammer’s flagship slices, Leerdammer Original and Leerdammer Light, and is supported by in-store activation across the year.
Heloise Le Norcy-Trott, group marketing director for Lactalis UK & Ireland, said: “Following the strong performance of our 2025 activity, we’re delighted to bring it back in 2026. The campaign has already proven its ability to drive exceptional brand recall, and this refreshed burst allows us to build on that momentum.”
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