Initials re-launched Seriously Strong as SERIOUSLY helping it to become the fastest growing cheddar brand in the UK.
Tasked with launching a new mild, creamy cheese variant under a brand only known for strong tasting cheddar, we revealed that this wasn't simply an NPD activation brief - but a complete brand re-positioning task.
Removing 'Strong' from the brand name Seriously Strong left a void in consumer understanding of the brand and its offering, so we went back to basics to redefine the brand and develop a 360 comms campaign to re-launch and connect with a new, much broader target audience.
Development of a new creative platform to support the relaunch of the Seriously brand along with its new product variants. In order to reach a broader target audience and grow the brand within the category.
We dramatised our taste advantage by provocatively questioning those who have made underwhelming cheese choices, and contrasting them with a joyous 'SERIOUSLY cheddar epiphany' moment.
'There's cheddar, then there's Seriously' was brought to life using the latest innovation in hyper-reality moving image across VOD films, social, nationwide OOH, press and retailer POS to create a highly engaging and differentiated campaign for the cheddar category.
Seriously is now the fastest growing main cheddar brand within the UK, with new listings in key retail accounts.