Arla is putting its Discover cheese brand on TV for the first time as part of a £1m round of backing.
The campaign, which breaks on Thursday (July 8), particularly aims to build awareness and increase penetration of the brand among women above the age of 30.
Running over the next 12 months, the TV push comprises six branded vignettes of 60-seconds featuring a series of dramatic scenes that eavesdrop on the personal relationships of a cast of characters. Running across non-terrestrial channels such as UK Food, Living, ITV2 and E4, the ads will also feature the new Discover website.
Brand manager Mick Evans said: “We are delighted to bring the brand to TV. The unusual approach of creating drama-led content to run as an ad campaign will bring to life the brand’s proposition of every day inspiration.”