Seriously Spreadable launches new TV campaign

Lactalis UK & Ireland is investing in its award-winning Scottish cheddar brand Seriously with a new TV campaign for its Spreadable range. Seriously Spreadable is the market leading range of Scottish Cheddar cheese spreads from Lactalis UK & Ireland, with five varieties including, Original, Vintage, Smokey, Chilli, and Lighter, with 30% less fat. The Original, Vintage and Chilli variants have all won Great Taste Awards.

The new campaign will increase brand awareness, featuring three ad creatives that highlight its irresistibility through a series of humorous and relatable habits. Depicting the characters “Suzie the flipper”, “Stephen the scooper” and “Brian the spooner” each 20-second ad showcases a quirky yet relatable habit, driven by a person’s love for Seriously Spreadable cheese. From slathering a bagel on both sides, to sneaking spoonful’s straight from the tub, the campaign light-heartedly demonstrates the lengths people are willing to go to in order to enjoy its real-cheddar taste – and the awkward moments that follow.

The first burst of the new Seriously Spreadable ad campaign runs on ITV, SKY and Channel 4 from 17 July to 12 August, with the second burst scheduled to start in October. “Spread” across four months, the Seriously Spreadable message is expected to reach more than two thirds (71 per cent) of over 45s, the core consumers who enjoy spreadable cheese, and generate a total of 46 million views.

“As the company behind some of the UK’s favourite cheeses, we’re committed to supporting all our brands with successful media campaigns, we are very pleased that our award-winning Cheddar brand Seriously is back on TV with effective distinctive ads,” said Heloise Le Norcy-Trott, Group Marketing & Category Director for Lactalis UK & Ireland. “The new ads showcase all the funny habits that our consumers have developed to enjoy the delicious taste of Seriously Spreadable and its versatility.”