New BMB Work Ends the Dairy Dilemma for SMUG Consumers

Apr. 30, 2025

SMUG Dairy, the innovative hybrid dairy range from Kerry Consumer Foods, has launched a new campaign to show conscious dairy lovers that they don’t have to compromise on taste.

While many of today’s consumers are looking to cut back on dairy for health and environmental reasons, their love for the taste of their favourite products often makes the change a difficult one.

Created by BMB, the new work spotlights two characters, Jane and Larry, who have switched to SMUG and have no regrets. Jane knows she can still get the ooze in her cheese toastie and Larry has elevated his flat white - they are free of the dairy doubts that used to worry them and they even feel a little smug about it.

The new campaign, which breaks on 30 April and will run until the beginning of June, seeks to tackle the barriers to switching to SMUG, including scepticism over taste and misunderstanding of the product benefits.

The two 30” executions were directed by Joe Giacomet and the campaign will run on BVOD, digital and social media.

Vicky Southern, strategy, marketing and innovation director at Kerry Dairy Consumer Foods, said:

“Smug is a new kind of dairy that fits with how people want to eat today – conscious but uncompromising. Larry and Jane have helped us show that choosing SMUG means you can ditch the dilemma without ditching dairy altogether.”

 

Dave Beattie, Creative Director at BMB, added: 

“We wanted to capture that quiet moment of triumph – when you realise you’ve made the smarter switch – giving a little wink to why we’re called SMUG. Jane and Larry are loving life with SMUG, so it only felt right to let them bask in that well-earned, self-satisfied glow.”

 

SMUG, which launched last year, is a completely new product and category. The products are made from blending dairy & oat and are lower in saturated fat and carbon emission than standard dairy but with all the great taste. BMB also created the launch campaign, which showed a playful supermarket romance between cartons of oat and dairy milk that ended in the pair blending to create SMUG. There are 3 core product ranges – milk, cheese and butter.