Leerdammer has brought back its ‘Incognito’ advert for 2026 in a £1m investment.
Lactalis UK & Ireland, which owns the brand, said it would run across TV and BVOD throughout January and February before returning in September.
According to the company, the advert continues to tap into Leerdammer’s ‘Deliciously Different’ positioning, comedic tone, and centres on the brand’s mild, nutty flavour, which it says keeps consumers coming back.
Incognito follows a customer who repeatedly returns to a sampling counter, each time in a different disguise, to eat more of the brand’s cheese.
It heroes the brand’s flagship slices, Leerdammer Original Slices and Leerdammer Light Slices.
“The campaign has already proven its ability to drive exceptional brand recall, and this refreshed burst allows us to build on that momentum with both existing fans and new shoppers,” said Heloise Le Norcy-Trott, group marketing director for Lactalis UK & Ireland
Lactalis said the advert was expected to reach over 10 million target shoppers and was supported by in-store activation across the year.
The company also said results from the 2025 campaign also showed a proven ability to drive strong brand recall and sales uplifts when it was on TV.
Le Norcy-Trott added: “We’re confident this campaign will continue to strengthen the brand’s presence in UK households and inspire more consumers to choose Leerdammer as their go-to cheese slice.”
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