Seriously Strong invests £5m as it aims to become the big cheese

Cheese brand Seriously Strong says it will invest £5 million in 2015 re-launching its brand, including new packaging and a TV campaign, to combat a slump in sales and solidify its position as one of the UK’s biggest cheese brands.

The Scottish cheese brand currently trails the likes of Cathedral City and Philadelphia in terms of sales, but is still one of the top five UK brands.

The brand refresh looks to be a move to combat falling sales, with Seriously Strong sales plummeting 32.3% to £50.8m for the year ending 11 November 2014 (Nielsen).

The new TV commercial, which is currently airing and features a voiceover from one-time Mission Impossible 2 villain Dougary Scott, focuses on the Scottish heritage and production of the cheddar within Seriously Strong’s creamery in Stranraer.

A packaging refresh, meanwhile, also emphasises the origin of the cheese. The new design (pictured) by Coley Porter Bellas has shown a 10% increase in purchase intention during in-store testing, according to Heloise Le Norcy-Trott, marketing director at Seriously Strong.

“Consumer testing has shown that we are the market leader when it comes to the unique taste of our cheddar, and we are truly excited about our outstanding new branding which we believe matches the quality and Scottish heritage of our cheese,” she claims.

“We are very excited about the roll-out of the campaign, as we forge ahead with our ambitions to double the brand value and become the best loved cheese brand in the UK.”

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