RKCR/Y&R is to launch its first TV campaign for the Fromageries Bel owned Leerdammer brand. The campaign aims to raise the profile of the cheese among UK consumers and communicate that in terms of taste Leerdammer is ‘Not as mild as you might think’.
The campaign 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”.
RKCR/Y&R and 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.
This light-hearted campaign aims to highlight to consumers, and especially mums, that Leerdammer is a cheese of character - it does not have the stereotypical bland flavour that is associated with some other Dutch cheeses.
“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,” said Marketing Director, Bel UK, Ian Greengrass.
“It’s great to produce yet another engaging piece of communication on the Bel UK/Y&R collaboration.”
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