Président cheese launches new TV campaign

Lactalis McLelland, owners of the Président cheese brand is investing an additional £1.5 million in primetime television advertising to fuel more demand.

Launching on 1 February, the three-week nationwide campaign is designed to raise consumer demand, encourage trial and build loyalty for its Emmental range.

The twenty-second advertisement will feature across major TV channels including ITV1, C4, Five and Satellite National, in campaign breaks between primetime programmes such as Coronation Street, Dancing on Ice, CSI and Come Dine with Me.

The campaign creative revolves around a mother and daughter relationship and plays on the vivid imagination of the child, who opens the fridge to find a scene unfolding in front of her eyes. It runs with the tagline “Président – no ordinary Emmental”.

Martin Rickenback, group marketing director of Lactalis McLelland, says: “After the success of the initial advertising campaign last year, we have decided to kick-off 2010 with further investment in TV advertising to support the growth of Président.”

“Président Emmental block has a year-on-year growth of 4.8% and is recognised as being part of a high quality premium range of products that really deliver in terms of unrivalled heritage and taste. We are confident that this three week campaign will drive consumers into the dairy aisles to trial the Emmental range and strengthen our Président brand within the market place.”

Last year, rivals Dairy Crest signed up Pete Postlethwaite to promote its Cathedral City brand until Christmas