Lactalis McLelland is backing its Seriously Strong Spreadable brand with a marketing campaign, including a new TV advert.
Airing nationally from June until September, the television campaign showcases the Seriously Strong Spreadable portfolio.
Communicating the key brand message ‘The same great Scottish taste, just spreadable’, the ten-second ad is running on national television channels, during popular programmes such as Coronation Street, Hollyoaks and Come Dine With Me. The ad, which is expected to be seen by 73.4% of UK housewives with children, also underlines the fact that Seriously Strong Spreadable Vintage was voted Product of the Year 2017 for the cheese category (Winner Cheese Category. Survey of 11,637 people by TNS).
The television advertising runs alongside other high profile marketing activity, including print and social media advertising.
Mike Chatters, sales director for Lactalis McLelland, says: “The media campaign builds on a strong 12 months for Seriously Strong Spreadable.
“The launch of the new Vintage variant last summer was closely followed by the roll out of Seriously Strong Spreadable Squares, which saw the brand tap into the portions segment for the first time.
“These innovations have been extremely well received by consumers and have contributed to brand and category growth. Already the UK’s No 1 spreadable cheddar brand, Seriously Strong Spreadable is currently experiencing strong growth in both value (7.9%) and volume sales (9.2%) (IRI Data SIG Grocery Outlets 52 w/e 25 Mar 2017).
“The media campaign has been devised to raise awareness of Seriously Strong Spreadable’s cheddar taste credentials by reassuring consumers that it is the tastiest cheese spread because it is made with characterful Scottish cheddar.”