ELFY CAMPAIGN FOR BEL’S LEERDAMMER CHEESE
Today Bel UK launches a brand new TV advertising campaign for Leerdammer, the number one selling brand in natural cheese slices.
The ad is part of a £3million marketing campaign to raise awareness of the Leerdammer range, including the new 225g block format which launched in December last year and replaced the Leerdammer Original and Lightlife wedges.
Consumer research highlighted that before trying Leerdammer, some consumers thought it would be too mild, however once they tried it they really enjoyed it. As such, the new TV campaign aims to communicate the “not as mild as you might think” message and encourage consumers to try the great taste of Leerdammer.
The new ad focuses on a good-natured elf wandering through the forest playing a flute and enchanting the animals along the way, until he comes across an old man with a basket of Leerdammer. The sight of the delicious cheese causes the elf to use his magic to turn the man into a tree so he can have the basket of Leerdammer to himself.
The next scene shows the elf sitting by a tree with the basket by his side enjoying a sandwich with the Leerdammer as a curious deer looks on. The end frame captures the theme of the ad with the tag line “Leerdammer – not as mild as you might think” and effectively challenges any consumer perceptions that Leerdammer is too mild.
Featuring Leerdammer Original slices, Original block and Leerdammer Deli wheel, the ad also brings together the Leerdammer range, highlighting the different occasions across snacking, cooking and the cheeseboard that Leerdammer can be enjoyed in, raising awareness amongst both new and existing consumers.
Bel UK’s Marketing Director, Ian Greengrass comments:
“The new TV campaign effectively communicates Leerdammer’s taste profile, challenging preconceptions and encouraging new trial. Following the successful launch of the Leerdammer block in December, the new campaign continues our increased investment behind the brand and is a sign of our commitment to driving sales and emulating the success of the slices across all formats and a wider range of occasions.
“Retailers should prepare for increased demand from consumers and stock the range of formats to meet the variety of consumer needs and maximise the growing sales opportunity”.
The new ‘Elf’ advertising campaign will run for five weeks from 4th February 2010 alongside sampling across the Grocery channel to further drive awareness and trial.
Bel UK Ltd is a subsidiary of the Bel Group, the world’s leading producer of cheese portions.
The company was started in France in 1865 – today it has a presence in over 120 countries, 23 production sites and an annual turnover in excess of £1 billion. The Bel Group produces many of the UK’s most popular cheese brands, including Mini Babybel®, The Laughing Cow®, Cheez Dippers®, Leerdammer®, and Port Salut®.
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