Major Launch for Galloway Scottish Cheddar
This July, Galloway – the #1 brand in the mild/medium cheddar segment in Scotland – will receive a makeover with brand new packaging to be supported by a new TV campaign in Scotland.
This July, Galloway – the #1 brand in the mild/medium cheddar segment in Scotland – will receive a makeover with brand new packaging to be supported by a new TV campaign in Scotland.
Galloway is Scotland’s biggest medium/mild cheddar brand with 18.2% MAT volume market share.
The new positioning aims to refresh the brand amongst current consumers and drive growth through targeting an audience of younger families.
Martin Rickenback, Group Marketing Director Lactalis McLelland Limited, said: “This is a very exciting moment for the brand. Galloway has been, and continues to be, an iconic Scottish brand since it was launched over 50 years ago in 1959.
“With its creamy taste and smooth texture, Galloway appeals to the whole family, bringing everyone together – if only for a moment! – which is what our new TV campaign illustrates.”
From July, Galloway will be wrapped in a new pack with new graphics, created to modernise, highlight the brand’s Scottish provenance, and give the pack increased standout on shelf.
During July and September, a new TV advertisement will feature on terrestrial channels.
The ad features a modern everyday Scottish family, where everyone is engrossed in their own individual activities, who are brought together – if only for a moment! – by the taste of Galloway over oven baked nacho’s for an afternoon snack.
Demonstrating that Galloway is for the whole family, the 20 second ad closes with the new TV tag line, “The family’s favourite Scottish cheddar”.
Galloway is a medium strength cheddar aged for six months and its recipe gives Galloway what the brand describes as a ‘milder creamy taste and smooth ‘texture’.
The new Galloway pack will be available from July in both 200g and 400g variants in all good retailers in Scotland.
Source: McLelland
All content and features on this website are copyrighted with all rights reserved. The full details can be found in our privacy statement
