Lactalis UK and Ireland is bringing Galbani, the Italian cheese brand, to the front of UK foodies’ minds this summer with a brand-new advert titled “For a taste of La Dolce Vita, it’s got to be Galbani”. The advert, which will be running from May to July on Digital TV, YouTube and radio, will reach over 22 million 35-55 ABC1 foodies.
Following the successful campaign “For proper Italian, it’s got to be Galbani” where Brits were humorously mispronouncing Galbani, the brand is back on air with a new tongue in cheek creative. The new advert shows cheese-loving Brits visiting Italy to enjoy a slice of la dolce vita, while being reminded to take pleasure in the simple things… but there may a few bumps in the road, like pronouncing Galbani correctly! While the “For a taste of La Dolce Vita, it’s got to be Galbani” inspires consumers to enjoy an Italian way of life, it also promotes some of the range’s hero skus, including Galbani mozzarella and Galbani Burrata.
The campaign features non-skippable pre roll 20” ads on Digital TV, with ITVX, All 4 and Sky, non-skippable 20” and 10” ads on YouTube, and ads on Radio X, Heart, Virgin Radio, Hits Radio and Absolute Radio.
“The Galbani brand is closely associated in consumers’ minds with Italian authenticity and better taste, and is considered the best Mozzarella brand, and worth paying more for,” said Group Marketing Director Héloïse Le Norcy-Trott. “The latest ad, with the continuing message ‘It’s got to be Galbani’, is an entertaining reminder that consumers might be thinking of cutting back on other indulgences, but Galbani is there as a quality Italian cheese brand they can upgrade to, which can transport them to their favourite locations through its authentic taste and flavour.”
Galbani is the UK’s #1 recipe cheese brand and #1 Italian cheese brand, with retail sales of £29m annually. Last year saw Lactalis UK and Ireland’s successful launch of Galbani Sliced Mozzarella, the latest addition to the Galbani family.