Bel UK is launching a TV advertising campaign backed up with in-store sampling for its Leerdammer cheese as part of a £3million marketing campaign.

The new TV campaign aims to communicate the new “not as mild as you might think” message and encourage consumers to try Leerdammer. It features an apparently good natured elf wandering through a forest – but when it comes to Leerdammer, he turns out to be not as good natured as he first seems.

The ad will feature the entire range, including Leerdammer Original slices, Original block and Leerdammer Deli wheel, to show the different ways that Leerdammer can be enjoyed. It will run for five weeks from February 4th 2010, alongside in-store sampling in grocery outlets to further drive awareness and trial.

Bel UK’s Marketing Director, Ian Greengrass, says: “The new TV campaign effectively communicates Leerdammer’s taste profile, challenging preconceptions and encouraging new trial. Following the successful launch of the Leerdammer block in December, the new campaign continues our increased investment behind the brand and is a sign of our commitment to driving sales and emulating the success of the slices across all formats and a wider range of occasions.”