Lactalis UK & Ireland has launched the latest phase of its £1.2m 2026 TV advertising campaign for Seriously Spreadable Cheddar.
The latest activity is running now for three weeks across TV, broadcaster video on demand and YouTube. It marks the third phase in a three-part 2026 campaign, following earlier activity in February and April.
The investment is designed to build awareness of Seriously Spreadable Cheddar and drive value growth in the cheese fixture.
Seriously has a 28.5% volume share and 16.3% penetration in the cheese category.
The campaign brings back Seriously’s existing ‘Habits’ advert, showcasing the ways people enjoy Seriously Cheddar, from “Spooner” and “Scooper” to “Flipper”. The advert focuses on Seriously Spreadable Cheddar and highlights the brand’s taste and everyday appeal.
The advert has previously delivered an uplift in base sales each time it has aired. The 2026 campaign aims to grow awareness, attract new shoppers and encourage repeat purchase among C2DE consumers aged 45 and over.
