Lactalis is to revamp its Galloway Cheddar brand in a bid to grow its appeal to younger families.
New packaging rolling out in July will highlight the brand's Scottish provenance and taste credentials. The relaunch will be backed by a new ad campaign, which will run on Scottish terrestrial TV channels during July and September.
The ad will feature a family coming together to share an afternoon snack of oven-baked nachos topped with Galloway Cheddar. It will close with the tagline 'the family's favourite Scottish Cheddar'. "Galloway appeals to the whole family, bringing everyone together," said Lactalis McLelland group marketing director Martin Rickenback.
Galloway has an 18.2% volume share of the combined medium and mild Cheddar market in Scotland [Nielsen, Scotland, MAT 52w/e 16 April 2011].
New packaging rolling out in July will highlight the brand's Scottish provenance and taste credentials. The relaunch will be backed by a new ad campaign, which will run on Scottish terrestrial TV channels during July and September.
The ad will feature a family coming together to share an afternoon snack of oven-baked nachos topped with Galloway Cheddar. It will close with the tagline 'the family's favourite Scottish Cheddar'. "Galloway appeals to the whole family, bringing everyone together," said Lactalis McLelland group marketing director Martin Rickenback.
Galloway has an 18.2% volume share of the combined medium and mild Cheddar market in Scotland [Nielsen, Scotland, MAT 52w/e 16 April 2011].
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