Initials launches Seriously Spreadable campaign

Initials has launched a new integrated campaign for Lactalis McLelland brand Seriously Spreadable.

Following the agency’s work on the Seriously rebrand in Spring 2017, the new activity encompasses shopper and TV elements with the full campaign being activated across TV, on-demand video, live activation in-store and social.

Targeting audiences, such as busy families, that care about what they eat but are more time poor, the ‘There’s Cheese Spread, then there’s Seriously’ strapline positions Seriously Spreadable as an anytime high-quality product.

Initials collaborated closely with the team at Lactalis to develop the creative positioning for Seriously, moving the focus onto the quality of flavour and taste delivered by the range, leading to better cheesy meal or snacking moments for the whole family.

Heloise Le-Norcy Trott, group category and marketing director at Lactalis comments: “Consumers are increasingly conscious of the quality and origin of the products they buy, but they are also time-poor and living life on the go. Seriously Spreadable is a product designed to meet these competing needs, and Initials developed the perfect campaign for us to convey that fact. We were really impressed with the work the team did on the rebrand last year and it’s great to be working with them again on this latest activation.”

Richard Barrett, managing director of Initials adds: “The team at Initials has really enjoyed working with Lactalis on this new campaign for Seriously Spreadable. The multi-channel, integrated nature of the work has allowed us to flex our creative muscles, via a campaign that takes the product category in a new direction.”

 The next stage of Initials’ work with Lactalis on a cross brand TV show sponsorship will launch in July.