Cheddar gets prime-time ad push
A brand of strong cheddar cheese is to benefit from a £1 million television advertising campaign, the makers have said.
Seriously Strong Cheddar is the subject of the most expensive stand-alone TV advertising campaign from a cheddar brand this year, according to makers Lactalis McLelland.
The advert, on screens from October 20, will feature on major channels including ITV, Channel 4 and Sky.
Viewers will see it in breaks between prime-time programmes such as Coronation Street, Heartbeat and Jamie’s Ministry of Food.
They will see a relaxed 30-something dinner party where the focus has turned to the cheese board and Seriously Strong’s appearance.
On tasting the cheese, they fall silent, savouring its flavour and hailing the cheese as "intensely delicious".
Marketing manager Renée Milkop-Kerr said: "With the current economic situation, consumers are looking for great value products without compromising on quality.
"We are confident this campaign will drive consumers into the dairy aisles to trial our products and we are in no doubt that our cheese will deliver on all these promises.
"This is a real investment for the brand, it is the first time in four years that Seriously Strong has benefited from a nationwide TV advertising campaign."
Copyright © PA Business 2008
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