Seriously, Galloway and Orkney highlighted to retailers for Scottish Food & Drink Fortnight
WORKING with retailers to make the most of the Scottish Food & Drink Fortnight is absolutely critical for its brands from north of the border, say bosses at cheese maker Lactalis UK & Ireland.
Group marketing director Heloise Le Norcy-Trott said: “We are always looking for relevant ‘local’ collaboration opportunities to maximise potential – and scope for retailers to promote and/or display in store.
“We know that Scottish shoppers are seeking out products with proven provenance, which is why our Scottish brands – Orkney, Galloway and Seriously – continue to prove popular choices in Scotland.
“We therefore encourage retailers to position brands with a strong Scottish heritage, such as ours, prominently or even in a standalone display.
“For example, they could create gondola ends showcasing a selection of regional produce, and activations to celebrate Scottish events.”
Putting its money where its mouth is, Lactalis has been keeping its award-winning and market-leading range of Scottish cheddar cheese spreads highly visible with an ATL campaign.
The Seriously Spreadable campaign, which promoted its five varieties consisting of Original, Vintage, Smokey, Chilli, and Lighter, with 30% less fat, appealed to those predominantly aged over 45.
It featured three creatives highlighting the product’s irresistibility through a series of humorous and relatable habits.
Seriously Spreadable will be back on TV again this year, via video on demand, with high-reaching and engaging plans that will continue building awareness and prompt purchase, the firm says.
Lactalis has also carried out a design update on the Seriously Spreadable range across all channels, to improve visibility on shelf and navigability within the range.
The new-look spreadable includes its 2023 Great Taste Awards logo, with stocks of the latest packaging rolling out to retailers now.
In January, the firm introduced revised packaging for Seriously block cheddar, including a new logo that enhances the product’s “Founded in Scotland” origins.
Galloway’s Scottish heritage is made clear by the use of the Saltire as well as the slogans “The Family’s Favourite Scottish Cheddar” and “Made with 100% Scottish Milk”.
The Orkney packaging, meanwhile, clearly shows the fact that it has been granted Protected Geographical Indication (PGI) status. It’s the only UK cheddar to have achieved this as it is made with milk from the islands.
