Natural cheese slice brand Leerdammer will launch its new “Incognito” TV advertising campaign on 20 January – aiming to drive memorability with consumers by tapping into the brand’s “Deliciously Different” positioning and comedic tone of voice.
Based on the insight that Leerdammer’s mild and nutty flavour profile is truly irresistible, keeping consumers coming back time and time again, the ad sees a shopper returning to a supermarket sampling counter ‘incognito’ in various disguises, to enjoy multiple tastes of the cheese.
Expected to reach over 7.6m ABC1 25-45 consumers, the campaign will promote Leerdammer’s flagship slices range – Leerdammer Original Slices and Leerdammer Light Slices – across BVOD and YouTube advertising. With a total investment of more than £800k, the first phase of advertising will run from 20 January to 9 February, to be followed with activity in May and September – supported with proximity six-sheets, as well as online and in-store activations.
The new ad scored highly in testing, with a 98 per cent Awareness Index and an outstanding ability to generate sales in the short-term (95 per cent). As well as excellent cut-through potential and strong persuasion, with an excellent ability to build the brand positioning.
“We know that Leerdammer’s mild and nutty flavour profile keeps consumers coming back for more and this new advert brings this to life brilliantly, while playing to the brand’s unique, fun tone of voice,” said Heloise Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland.
“We expect the ad to drive brand memorability and strengthen engagement with shoppers – new and existing, in turn increasing purchase intent and basket size. And overall, we hope it encourages shoppers to return ‘time and time again’ for a taste of Leerdammer!”
