Lactalis McLelland, the UK subsidiary of the Lactalis Group, Europe’s largest dairy company, is investing 1.5 million in a primetime TV advertisement to support Président® brand. Launching on 13th April, the three week nationwide campaign is designed to raise consumer demand, encourage trial and build loyalty for the delicious, sweet, nutty tasting Emmental. The twenty-second advertisement will feature across major TV channels including ITV1, C4 and Satellite National, in campaign breaks between primetime programmes such as Coronation Street, Grand Designs, Emmerdale and Gok’s Clothes Show.
The campaign creative revolves around a mother and daughter relationship and plays on the vivid imagination of the child, who opens the fridge to find a scene unfolding in front of her eyes. She sees a store room and in it an expert cheese maker carefully selecting the best part of the cheese. This highlights that Président Emmental only comes from the best part of the wheel, giving it a distinctive sweet and nutty taste. It continues with the daughter looking back at fridge to see only the Emmental there in a pack. This campaign runs with the tagline “Président – no ordinary Emmental”.
Martin Rickenback, Group Marketing Director of Lactalis McLelland, believes the campaign puts the Président brand in the prime position to significantly increase its share of the continental cheese sector.
“After the success of our advertising campaign last year, we have decided to make further investment this year, the Président brand (cheese & butter) in value has grown from £16.5m to £19.5m*”
“Président Emmental is recognised as high quality premium products that really deliver in terms of unrivalled heritage and taste. We are confident that this three week campaign will drive consumers into the dairy aisles to trial our products and we are in no doubt that our cheese and butter will deliver on all these promises.’’
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