SMUG Dairy, hybrid dairy range from Kerry Consumer Foods, is boldly confident about its promise. Agency, BMB, has spread that confidence across the London and Brighton in the UK in 45 different, sharp, observational flexes on smugness – each written with a specific site in mind.

For London’s well-heeled King’s Road, the line reads, “Feel as SMUG as a parent whose child is ‘very advanced for their age’.” At Brighton Pier, it’s, “Feel as SMUG as someone who left London for ‘space and vibes.’”

The campaign, SMUG as… aims to triggerbrand awareness, trial and category growth, taking the brand’s ‘no compromises’ brand promise to the streets.

The OOH campaign, running on major sites as well as on a fleet of digivans is part of BMB’s Dairy to feel SMUG about brand platform, aimed at people who love dairy and struggle with the idea of giving up their favourite cheese toastie but would like to lower their saturated fat intake and carbon footprint.

The campaign builds on BMB’s Jane and Larry, films released in April, extending the brand’s confident, playful tone into the real world through a series of 45 sharp, observational flexes – each written with a specific site in mind.

For London’s well-heeled King’s Road, the line reads: “Feel as SMUG as a parent whose child is ‘very advanced for their age’.” At Brighton Pier, it’s: “Feel as SMUG as someone who left London for ‘space and vibes.’”

Vicky Southern, strategy, marketing and innovation director at Kerry Dairy Consumer Foods, stated, “Today’s consumers are looking for choices that are both sustainable and satisfying. We’re excited that this campaign brings the SMUG brand to life with boldness and charm, showing that you really can have the best of both worlds as we help grow and define the exciting hybrid dairy category.”

Pim Lai, creative director at BMB, added, “In a crowded category, it takes more than great taste to stand out, it takes personality. We’ve loved bringing the SMUG brand to life with confidence and a bit of cheek, making people smile while delivering something genuinely delicious.”

The campaign will run from May 21 through June. Media planning and buying is by Goodstuff and ongoing media support will be led by Zeno Group.

Credits
Creative Agency: BMB
Chief Creative Officer: Laurent Simon
Creative Directors: Pim Lai & Dave Beattie
Managing Partner: Matt Bonny
Account Managers: Hannah Stafford & Freya Guthrie
Strategy Director: Rich Harrison
Creative Directors: Pim Lai & Dave Beattie
Head of Design: Ted Smith
Designer Sam: Hamer
Artworker: Dom Scriven