Lactalis is relaunching Leerdammer’s ‘Incognito’ TV campaign for 2026 with an investment of around £1m.
The light-hearted advert shows a shopper repeatedly returning to a supermarket sampling counter, each time in a new disguise, to enjoy further tastes of the nutty cheese.
It runs across TV and broadcaster video on demand through January–February, before coming back in September.
Building on strong 2025 results, the activity leans into the brand’s ‘Deliciously Different’ positioning and distinctive comedic tone.
The campaign is expected to reach over 10 million target shoppers and will once again hero flagship slice lines, Leerdammer Original Slices and Leerdammer Light Slices. The TV bursts are supported by in‑store activation throughout the year.
