Lactalis UK & Ireland is launching the latest phase of its 2026 TV advertising campaign for Seriously Spreadable Cheddar this August, as part of a campaign with an annual media value of £1.2m, designed to build brand awareness and drive value growth in the cheese fixture.
The latest activity launched on 3 August and runs for three weeks across TV, BVOD and YouTube. It marks the third phase in a three-part 2026 campaign, following earlier activity in February and April.
The investment underlines Lactalis UK & Ireland’s commitment to building its branded cheese portfolio and supporting retailers with high-impact media that drives awareness, frequency and purchase consideration.
Seriously holds a strong position within the cheese category, ahead of competitors with a 28.5 per cent value share, 26.8 per cent volume share and 16.3 per cent penetration, reinforcing its role as a key brand within the fixture.
The campaign brings back Seriously’s existing "Habits" creative, showcasing the irresistibility of Seriously Cheddar through the playful and memorable ways people enjoy it, from “Spooner” and “Scooper” to “Flipper”. Focusing on Seriously Spreadable Cheddar, the advert highlights the brand’s distinctive taste and broad everyday appeal.
The creative has previously performed strongly, delivering an uplift in base sales each time it has aired. The 2026 campaign builds on this success by continuing to grow awareness, attract new shoppers and encourage repeat purchase among C2DE consumers aged 45+, a key audience for Seriously Spreadable Cheddar.
“As a leading dairy business, we have an important role to play in supporting retailers with strong, high-performing brands that drive growth," said Héloïse Le Norcy-Trott, Group Marketing Director.
“Seriously has built a clear leadership position within the category, and this latest TV investment is designed to keep the brand front of mind, drive frequency and encourage more shoppers to choose Seriously Spreadable Cheddar.
“The ‘Habits’ creative has already demonstrated its ability to connect with shoppers and support sales. Bringing it back across TV and digital channels gives us a proven platform to continue building momentum behind the brand.”