Category-leading dairy business Lactalis UK & Ireland is launching the latest phase of its 2026 TV advertising campaign for Seriously Spreadable Cheddar this August, as part of a campaign with an annual media value of £1.2m, designed to build brand awareness and drive value growth in the cheese fixture.
The latest activity launches on 3rd August and runs for 3 weeks across TV, BVOD and YouTube. It marks the third phase in a three-part 2026 campaign, following earlier activity in February and April.
The investment underlines Lactalis UK & Ireland’s commitment to building its branded cheese portfolio and supporting retailers with high-impact media that drives awareness, frequency and purchase consideration.
Seriously holds a strong position within the cheese category, ahead of competitors with a 28.5% value share, 26.8% volume share and 16.3% penetration¹, reinforcing its role as a key brand within the fixture[i].
The campaign brings back Seriously’s existing ‘Habits’ creative, showcasing the irresistibility of Seriously Cheddar through the playful and memorable ways people enjoy it, from “Spooner” and “Scooper” to “Flipper”. Focusing on Seriously Spreadable Cheddar, the advert highlights the brand’s distinctive taste and broad everyday appeal.
The creative has previously performed strongly, delivering an uplift in base sales each time it has aired. The 2026 campaign builds on this success by continuing to grow awareness, attract new shoppers and encourage repeat purchase among C2DE consumers aged 45+, a key audience for Seriously Spreadable Cheddar.
Héloïse Le Norcy-Trott, group marketing director at Lactalis UK & Ireland, said: “As a leading dairy business, we have an important role to play in supporting retailers with strong, high-performing brands that drive growth.
“Seriously has built a clear leadership position within the category, and this latest TV investment is designed to keep the brand front of mind, drive frequency and encourage more shoppers to choose Seriously Spreadable Cheddar.
“The ‘Habits’ creative has already demonstrated its ability to connect with shoppers and support sales. Bringing it back across TV and digital channels gives us a proven platform to continue building momentum behind the brand.”
