The campaign, which has been created by Rainey Kelly Campbell Roalfe/Y&R, aims to communicate that in terms of taste Leerdammer is ‘Not as mild as you might think’. It is the first TV work the agency has done for the brand.
It takes a light-hearted approach, aiming to highlight to consumers, and especially mums, that Leerdammer is a cheese of character and does not have the stereotypical bland flavour that is associated with some other
The ad features a magical mild mannered elf, who dances through his forest home playing the flute, helping his woodland friends and generally being nicer than nice. However, when the elf encounters an old man carrying a basket of Leerdammer, the allure of the cheese is just too much and the elf turns the old man into a tree, keeping the deliciously creamy Leerdammer for himself.
The ad ends with the campaign line “Leerdammer – Not as mild as you might think”. It will air from today (5 February).
RKCR/Y&R and Leerdammer’s UK distributor Bel UK, hope the spot will appeal to British consumers who often shy away from buying continental cheeses such as Leerdammer as they are considered to be too mild.
Ian Greengrass, marketing director of Bel UK, says: “We’re really excited about this ad. Not only is it beautifully executed for maximum cut through, it’s built on a strong product-led consumer insight. Another great collaboration between Bel UK and RKCR/Y&R.”
Mark Roalfe, chairman of RKCR/Y&R , adds: “Following our recent success with the Boursin campaign, we were delighted to get the opportunity to reinvent Leerdammer for the UK market and make such an engaging film in the process.”