The Laughing Cow invests £2m to launch Mini Cravings product
The Laughing Cow has invested £2m to promote its latest innovation – Mini Cravings – to the nation.
Appearing on-screen from Monday 12 October, the TV spot features cheeky animated puppets to bring to life the emotions experienced when encountering a craving, with each one linked to Mini Cravings flavours.
“Consumers are increasingly looking for health-conscious yet flavoursome snacks to tide them over when their cravings takes hold between meals,” explained Alessandra Laraud, senior brand manager at the Laughing Cow parent brand Bel UK, claiming the 14 calories-per-nibble snack offered the “perfect solution”.
“Our brand-new TV campaign demonstrates our confidence in the product and forms a key part of our overall marketing strategy to raise awareness and inform the target demographic of this innovative snack option. The light-hearted tone of the campaign directly appeals to our female ‘happy grazer’ audience, delivering great taste in a unique format.”
Bafta-nominated directors Jonny Sabbagh and Will Harper worked on the advert, Sabbagh commented: “We are thrilled to be part of this exciting project. It was great to have the opportunity to combine our love for puppetry and filmmaking, whilst adding a touch of humour to personify the pesky cravings which we all fall victim to from time to time.”
The Mini Cravings launch comes as the adult cheese snacking market has been valued at £17m, thanks to growth in 2015 and the emergence of new trends.