Hybrid dairy brand SMUG Dairy is taking its ‘no compromises’ brand promise to the streets of London and Brighton for a high-impact out-of-home campaign.

Developed in partnership with creative agency BMB, the Kerry Consumer Foods-owned firm’s campaign will be backed by a meaty six-figure investment that will see the roll out of “hyper contextual” executions focused on brand awareness, trial and category growth.

“SMUG as…” will appear across a series of major out-of-home sites in both cities, targeting people who love dairy but would like to lower their saturated fat intake and carbon footprint.

“Today’s consumers are looking for choices that are both sustainable and satisfying,” said Vicky Southern, strategy, marketing and innovation director at Kerry Dairy Consumer Foods.

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“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.”

Breaking today (21 May), the work will feature copy including: ‘Feel as SMUG as a parent whose child is ‘very advanced for their age’’, or even: ‘Feel as SMUG as someone who left London for ‘space and vibes’ in Brighton. Media planning and buying was handled by Goodstuff.

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.”