Smug Dairy Takes its Brand Message to the Streets with 45 Different OOH Ads, Created by BMB

May. 22, 2025

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 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.’”

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.

Vicky Southern, Strategy, Marketing and Innovation Director at Kerry Dairy Consumer Foods said:

“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 said:

“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 breaks on 21 May, running through June. Media planning and buying is by Goodstuff and ongoing media support will be led by Zeno Group.