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FMCG : Seriously Strong explores rich provenance in new campaign

by on July 12, 2016 in featured item, Lead Article, Lead story, News you can use, Retail

FMCG : Seriously Strong explores rich provenance in new campaign

Seriously™  Strong Cheddar has launched a new campaign which celebrates 160 years of heritage through its farmers, graders and the Scottish cattle herds that contribute to its unique taste.

Shot on location in South West Scotland where it’s produced, Seriously Strong Cheddar | Made in Scotland includes a film narrated by Seriously™  Strong dairy farmer from Stranraer, Rory Christie.

Created by the brand entertainment agency Media Bounty, Seriously Strong Cheddar | Made in Scotland showcases the free range dairy cattle, their sea view pastures, the recipe, grading and selection of Seriously™ Strong before it reaches the store.

The campaign breaks on July 11th and runs across the summer and autumn.

A three minute film, multiple cut down video shorts, banner videos and images will feature across Facebook and YouTube, supported by seeding and programmatic. Media planning is by Innov8.

Ken Dolan, Seriously™  Strong  marketing manager, said: “Seriously Strong Cheddar | Made in Scotland campaign evokes superbly the character, the people and the environments that make our cheddar as unique as the Scottish landscape where we have been proudly producing cheddar for generations. It’s a rich story, beautifully told, allowing us to celebrate the importance of provenance and responsible dairy farming.”

Sarah McManus, Media Bounty head of strategy, said: “We set out to hero the Seriously™ Strong farmers from South West Scotland who take love and care to produce premium milk that goes into a superior tasting cheese. The Scottish heritage of the brand and the character of the cheese shines though in what is an authentic piece of storytelling.”

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