Research showed that despite being the nations No.1 sliced cheese brand, Leerdammer was perceived as cheap, artificial and tasteless. We needed to challenge those misconceptions and bring more character to the brand.

Our ‘Holey Irresistible’ OOH campaign leaned into Leerdammer’s upbeat, unconventional personality, using its iconic holes to create a playful, charming campaign that reintroduced this misunderstood Dutch cheese to a modern audience.