Category-leading dairy business Lactalis UK & Ireland is launching the latest phase of its 2026 TV advertising campaign for Seriously Spreadable Cheddar this August, as part of a campaign with an annual media value of £1.2m, designed to build brand awareness and drive value growth in the cheese fixture. The investment underlines Lactalis UK & Ireland’s commitment to building its branded cheese portfolio and supporting retailers with high-impact media that drives awareness, frequency and purchase consideration. Focusing on Seriously Spreadable Cheddar, the advert highlights the brand’s distinctive taste and broad everyday appeal. Héloïse Le Norcy-Trott, group marketing director at Lactalis UK & Ireland, said: “As a leading dairy business, we have an important role to play in supporting retailers with strong, high-performing brands that drive growth. “Seriously has built a clear leadership position within the category, and this latest TV investment is designed to keep the brand front of mind, drive frequency and encourage more shoppers to choose Seriously Spreadable Cheddar.