Seriously Strong cheese is to return to TV next week after a four-year hiatus. The £1.4m campaign aims to drive trial by highlighting how different the brand tastes in comparison with other Cheddars.

“We are confident this campaign will drive consumers into the dairy aisles to trial our products,” said marketing manager Renée Milkop-Kerr. “Our cheese will deliver on all it promises in the campaign.”

The ad, featuring a dinner party of 30-somethings, will be shown across all major channels including ITV, C4 and Sky, in between primetime programmes such as Coronation Street, Heartbeat and Jamie’s Ministry of Food.