Lactalis backs Seriously Spreadable with a £1.2m TV push
- Aug 12
- 3 min read
Updated: 4 days ago
Lactalis UK & Ireland is putting £1.2m behind a new TV burst for Seriously Spreadable Cheddar, reprising its established ad to drive the brand's growth, a reminder that in FMCG, consistency and reach still do the heavy lifting.
What Lactalis launched
In early August 2026, Lactalis UK & Ireland kicked off the latest phase of its 2026 TV campaign for Seriously Spreadable Cheddar, backed by a £1.2m spend. Rather than start from scratch, the company is reprising its existing Seriously ad, extending a familiar piece of creative into a fresh burst of airtime.
The push centres on television, the medium that still delivers the broad, quality reach FMCG brands rely on to stay top of mind in a competitive chilled-dairy aisle.
Why reprising an ad is smarter than replacing it
It is tempting to read a reused ad as a lack of ambition. It is usually the opposite. Re-running proven creative compounds memory, because every exposure builds on the last, and it avoids the cost and risk of teaching audiences a brand-new asset from zero.
Marketing Minute's read: this is distinctiveness discipline. The brands that grow are rarely the ones that reinvent every year, they are the ones that find a working idea and stay on it long enough for it to pay off. Lactalis is banking equity here, not spending it.
Why TV, and why now
A £1.2m TV commitment is a statement about reach. Despite fragmentation, broadcast and BVOD remain the most efficient way to put an FMCG brand in front of millions of grocery shoppers at once, and the summer window keeps a spreadable cheddar visible through peak lunch and picnic season.
The timing also reflects category pressure. In a cost-conscious market, branded FMCG has to keep spending to justify its shelf position against own-label rivals. Going dark is how brands quietly lose share to the supermarket's cheaper equivalent.
What smaller brands can borrow
You do not need a £1.2m budget to apply the logic. The principle is consistency over novelty: find the creative and message that work, then invest in repeating them rather than chasing a new idea every campaign.
Three moves: resist the urge to refresh creative that is still working, concentrate spend into fewer higher-impact bursts rather than a constant trickle, and protect your share of voice, because cutting it is the fastest way to hand momentum to a cheaper competitor.
Quick FAQ
What is Lactalis's new Seriously Spreadable campaign?
A £1.2m TV burst for Seriously Spreadable Cheddar, launched in early August 2026, reprising the brand's established ad to drive growth.
How much is being spent?
Lactalis UK & Ireland is backing the campaign with £1.2m, focused on television.
Why reuse the same ad?
Re-running proven creative compounds brand memory and is lower-risk and more cost-efficient than launching an entirely new asset.
— Christie McCormack, Retail & Consumer Editor at Marketing Minute
In FMCG, the brand that keeps repeating a working idea usually beats the one that reinvents itself every year.
Are you refreshing creative because it's stopped working, or just because you're bored of it?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: The Grocer, Talking Retail, Convenience Store.
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Written by Christie McCormack, Retail & Consumer Editor at Marketing Minute
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