There's Cheddar then there's SERIOUSLY

Provided by Initials Marketing
Initials re-launched Seriously Strong as SERIOUSLY helping it to become the fastest growing cheddar brand in the UK.

What was the Challenge / Background of the Campaign?

Tasked with launching a new mild, creamy cheese variant under a brand only known for strong tasting cheddar, we revealed that this wasn't simply an NPD activation brief - but a complete brand re-positioning task. Removing 'Strong' from the brand name Seriously Strong left a void in consumer understanding of the brand and its offering, so we went back to basics to redefine the brand and develop a 360 comms campaign to re-launch and connect with a new, much broader target audience.

What was the Campaign Objective?

Development of a new creative platform to support the relaunch of the Seriously brand along with its new product variants. In order to reach a broader target audience and grow the brand within the category.

What was the Solution?

We dramatised our taste advantage by provocatively questioning those who have made underwhelming cheese choices, and contrasting them with a joyous 'SERIOUSLY cheddar epiphany' moment. 'There's cheddar, then there's Seriously' was brought to life using the latest innovation in hyper-reality moving image across VOD films, social, nationwide OOH, press and retailer POS to create a highly engaging and differentiated campaign for the cheddar category.

What were the Results?

Seriously is now the fastest growing main cheddar brand within the UK, with new listings in key retail accounts.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsSeriously is now the fastest growing main cheddar brand
25 - 34
35 - 44
45 - 54
55 - 64
65+
Both
ABC1
C2
DE
NATIONAL PRESS
ONLINE
OUTDOOR
SOCIAL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL22 May 18BUILD AWARENESSEXPERIENTIAL
SHOPPER MKTG
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