Bel wants to be big cheese with £2m campaign

Cartoon laughing cows

Bel UK is bringing back its most popular household brands to the small screen next week.

The £2.1m, month-long campaign launches on 17th August and will see brands including The Laughing Cow, Leerdammer and Mini Babybel return to living rooms across the country. The campaign is the culmination of a 2015 investment of nearly £8m in Bel UK’s brands, which also include Port Salut and Boursin.

Leading the way, The Laughing Cow Light will bounce back onto TV screens with its latest variant, The Laughing Cow Light with cheddar. This launch is the latest move in the expansion of Bel UK’s core range of flavoured cheese portions. Extensive research undertaken by the brand highlighted that women ‘snackers’ were keen to consume Laughing Cow Light, but wanted to experience a wider variety of tastes.

Leerdammer will also be back with a light-hearted TV commercial. The new campaign aims to position the natural cheese slice as the perfect sandwich filler, and features the strap line ‘You’d be a sandwich short of a picnic to use anything else’.

Finally, Mini Babybel is back with a second burst of its ‘SuperCheese’ campaign. The ad will be supported by a range of superhero-themed packing, emphasising the brand’s “reputation for fun, quality and enjoyment”.

Steve Gregory, Marketing Director at Bel UK commented: “Bel UK has seen strong growth across its whole portfolio throughout 2015. With 22% share of total cheese category media investment, it’s clear this is a key factor behind the success of our portfolio and a reason why Bel UK is now the third-largest branded supplier to the UK retail grocery trade”.