Kerry Dairy: Smug As

Smug Dairy takes its brand message to the streets with 45 different OOH ads, created by BMB

SMUG Dairy, the leading innovative hybrid dairy range from Kerry Consumer Foods, is taking its ‘no compromises’ brand promise to the streets of London and Brighton in a new six-figure OOH campaign featuring 45 different, hyper-contextual executions created by BMB that focuses on brand awareness, trial and category growth.

Called “SMUG as…”, the work will appear on major OOH sites as well as on a fleet of digivans. It 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 extends 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.’”



Others take a more meta approach, like “Feel as SMUG as a screen that’s bigger than your flat” for the Piccadilly Lights, and “Feel as SMUG as a mural that doesn’t need to brag, but just happens to be massive”, which will appear on a massive mural on the Prince of Peckham pub, located on the busy Queen’s Road in south London.