Bel UK hopes to boost awareness and drive demand for its Laughing Cow cheeses through a four-week “TV advertising blitz”.
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The campaign is the first of multiple TV advertising pushes planned for the brand during 2009, the company said. It will run from now until February on a number of terrestrial and satellite channels.
“The umbrella campaign covers all three of The Laughing Cow variants: Original, Light and Extra Light so will target dieters and those counting calories or making healthier choices,” Jean-Paul Pelaez, head of category management at Bel UK, said.
“The campaign will strengthen brand equity and build awareness of The Laughing Cow by delivering an appealing message about product credentials at a crucial time of year for the cheese category.”
The advertising campaign is aimed at reaching the Laughing Cow’s key shoppers – housewives and kids – and will at peak times, including during Celebrity Big Brother and Coronation Street.
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By GlobalData
