The Irish cheese company, Dairygold, is upping the stakes in the
UK’s branded cheese market by giving a TV advertising debut to Horlicks
The campaign, breaking this week in the Granada and Border regions, is
the first to be produced by Travis Sully Harari since it won the account
in May last year.
It also signals the start of a bid by Dairygold, one of Ireland’s
largest dairy companies, to transform Horlicks Farms into a significant
player in the market with expanded national distribution.
Competition has been intensifying in recent months with the market
leaders, Churnton and Dairy Crest’s Cathedral City, being challenged by
St Ivel with its Mr Wilson brand.
The two ten-second ads capitalise on the fact that Horlicks Farms - a
one-time co-operative and Beecham group subsidiary - has been making
cheese at its dairy in Somerset for more than 70 years.
The films underscore the traditional message. In one, a tea lady pushing
a cow along the factory corridor on her trolly pauses to pour a worker a
cup of tea with milk from the cow’s udder. A voiceover explains that ’we
still like to do things the old-fashioned way’.
The ads were written by Marcus Respinger, art directed by Helen Jones
and directed by Mark Over for BFCS. Media buying is through the CDP