Dairy giant Lactalis Group UK is celebrating the real-cheddar taste of its multi-award-winning Seriously Spreadable in a creative ad campaign. The brand roped in Initials CX, London customer experience agency, for its latest TV campaign.
The three 20-second ad has been directed by Dan Castella and produced by HunkyDory Films. It plays on a quirky, relatable habit – love for Seriously Spreadable cheese. The ad light-heartedly shows the lengths people are willing to go, from slathering a bagel on both sides, to sneaking spoonfuls straight from the tub, just to enjoy the real-cheddar taste.
Heloise Le Norcy-Trott, Marketing Director of Lactalis Group UK, expressed delight to working with Initials CX again to bring Seriously back to TV screens with an engaging and distinctive campaign that drives real brand awareness. “Not only have the team found a light-hearted way to celebrate and elevate our Spreadable’s irresistible taste, but they’ve created relatable scenarios that reflect our more mature audience in a fun, authentic way we rarely see in ads.”
Sadie Majer and Cal Jenkins, Creative Leads at Initials CX, said it was a creatively rewarding campaign to work on. “With brands constantly competing to justify their taste, it was so refreshing to create a series of ads that tapped into real human behaviors in a humorous, believable way. These habits were such a rich territory, allowing us to strike the ideal balance of landing our all-important real cheddar message while raising a knowing smile with our audience.
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