Arla is relaunching its Discover cheese brand with revamped packaging and new additions, as well as doubling its marketing spend to £1.1m.
Posters go up this month in London Underground stations, followed by press ads in women's, food and retailer titles. Price promotions and PoS will also feature. Packs carry ideas for salads and simple dishes, while the new products focus on different usage occasions.
Halloumi cheese, goat's cheese discs and a Mezze-To-Go pack of cheese, olives and sundried tomatoes with a fork take the range total to 12. Prices start at 99p.