Cheesemaker McLelland & Son is to follow its Seriously Strong Cheddar’s controversial ‘Safe sex, dangerous cheese’ poster and press campaign with the brand’s first TV commercials.

A total of £2m has been earmarked for the ads, a substantial sum for the cheese category. Set to launch in the Scotland and Central TV regions from the beginning of next month, the ads will be rolled out further afield later in the year.

The TV executions focus on Bond-esque criminal mastermind Mousehead and his cheese-stealing schemes and carry the slogan ‘Do it for the taste’. Activity also includes PoS material and supermarket trolley advertising.

Marketing manager Karen Galloway said the aim was to establish the brand and its key values in consumers’ eyes, with the long-term strategy being to extend Seriously Strong beyond the cheese category.

She said the previous ad campaign, which showed semi-clad cavorting couples, had raised the brand’s profile, but had risked alienating its primary audience - 35 to 55-year-old ABC1 housewives.

“We needed an approach that was classy but conveyed a different message,” she explained. “Anyone can sell more cheese with price promotions, but this is about building brand loyalty from consumers.”