Lactalis UK & Ireland is investing £2m in its Seriously brand with a new media campaign that supports its recent unified packaging refresh. The campaign will see Seriously advertising on VOD channels including ITVHUB, ALL4, SKY, YouTube and Precision Video from 14th September to 25th October 2020.
Set to target 11m households, the VOD campaign will engage and inspire families with children to add taste and flavour to their dishes with the wider Seriously range. Shorter ads focusing on the Seriously Tasty Squares cheese portions and new Seriously Cheese Nuggets are also being developed for YouTube. The ad campaign will showcase Seriously’s extensive range of products, all of which are made using an original extra mature cheese recipe.
Heloise Le Norcy-Trott, Group Marketing and Category Director of Lactalis UK and Ireland, comments: “The new television advertising campaign builds on an impressive 12 months for Seriously, which includes a full brand packaging refresh and the launch of Seriously Nuggets. The campaign will not only drive consumer awareness, but will also deliver the message that with Seriously, everyday meals don’t need to be bland; using our cheese monger as an icon throughout the campaign to reinforce Seriously’s unbeatable flavour proposition.”
In October, Lactalis UK & Ireland is also investing in a national digital campaign (across Facebook and Instagram) to support the relaunch of Seriously Tasty Triangles in its new unified packaging. The campaign, which is designed to drive awareness for Seriously Tasty Triangles, will reach more than 5 million consumers and deliver 16 million impressions.
In addition, the brand is implementing a coupon activity across the full Seriously range in Scottish newspapers from September to December.
Seriously, which is currently growing +2.1% value sales (YOY) and 0.9% volume sales (YOY) is worth £36 million [i].
[i] IRI, YTD data w/e 18 July 2020