Seriously® Strong Cheddar Encourages Trialling of Spreadable

As part of its campaign to bring even more focus to McLelland’s Seriously® Strong Cheddar brand, marketing communications agency Multiply has gone all out with another perfectly-presented on-pack promo.

Denny Bros has worked with the Edinburgh and London-based Multiply on a number of Fix-a-Form promos – most recently offering a generous money-off voucher. The cross-brand promo hosted by Seriously® Strong Extra Mature cheddar offers customers 50p off Seriously® Strong Spreadable, a front-running full-flavoured cheddar spread that is making waves in chiller cabinets up and down the UK.

The Fix-a-Form challenged customers to try the cheese spreadable by using the easy-tear-out coupon. The 6-page resealable, leaflet-label contained all the details to make the promotion work including images of the spreadable product which comes in a number of special flavours. The over-laminated Fix-a-Form helped to give stand-out to the offer on the front aspect of the host cheese block to tempt purchasers.

Explains Scott Kennedy of Multiply: ‘Seriously® Strong Cheddar now has significant brand presence in the UK and the idea of the trialing campaign was to convert some of these loyal customers over to our spreadable variant.’

‘It is hard to get any form of POS material into supermarkets at the moment as shelf space is being charged at a premium so multi-page labels like Fix-a-Form are invaluable as they create much-needed added-interest around the brand.’

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