The Publication For The Grocery Trade
Président® invests £1.5 million in primetime TV advertising campaign

Lactalis McLelland, the UK subsidiary of the Lactalis Group, Europe's largest dairy company, is investing £1.5 million in a new TV advertising campaign to support Président® Emmental and Butter.

Launching on 11th February, the four week nationwide campaign is designed to raise consumer demand, encourage trial and build loyalty for these two unique products.

The campaign leads with a 30 second Emmental treatment and is followed by a 10 second butter tag. They feature across major TV channels including ITV1, C4 and Satellite National. Viewers can enjoy the campaign on breaks between primetime programmes such as Coronation Street, Dancing on Ice, Grand Designs and How to Look Good Naked.

The campaign creative revolves around a mother and daughter relationship and, through the vivid imagination of the child, highlights the fact that Président Emmental only comes from the best part of the heart of the wheel, giving it a distinctive sweet and nutty taste. Président Emmental is followed by the 10 second Président Butter treatment which highlights the fact that this premium product is 'No ordinary Butter' since it is made in Normandy with the finest milk and cream.

Martin Rickenback, Group Marketing Director of Lactalis McLelland, believes the campaign puts the Président brand in the prime position to significantly increase its share of the continental cheese and butter sector.

"Président Emmental and Butter are recognised as high quality premium products that really deliver in terms of unrivalled heritage and taste. We are confident that this four week campaign will drive consumers into the dairy aisles to trial our products and we are in no doubt that our cheese and butter will deliver on all these promises.''

"This is the first time in three years that Président has benefited from a nationwide TV advertising campaign. Despite this, our butter is currently showing a 20 per cent year on year growth, while Emmental is our best branded selling cheese in the UK. This new campaign can only further strengthen our position in the market place and help continue to build our market share."
Contact Information
For further information please contact:

Lactalis McLelland
Tel: 020 8336 6500