| Title | Elf |
| Agency | Y&R London |
| Campaign | Leerdammer Elf |
| Advertiser | Leerdammer - Bel |
| Brand | Leerdammer |
| Date of First Broadcast/Publication | 2010 / 2 |
| Business Sector | Cheese |
| Tagline | Not as mild as you might think |
| Story | the campaign features a magical mild mannered elf, who dances through his forest home playing the flute, helping his woodland friends and generally being nicer than nice. However, when the elf encounters an old man carrying a basket of Leerdammer, the allure of the cheese is just too much and the elf turns the old man into a tree, keeping the deliciously creamy Leerdammer for himself |
| Problem | To drive brand re-evaluation of Leerdammer as a product, and get people to consider it when buying their everyday cheese. To do so we needed to tackle a common misperception about the cheese’s taste. Many people find Dutch cheese too mild for their palette, but as our campaign demonstrates, Leerdammer is actually ‘Not as mild as you might think’. We needed an engaging idea that could really cut through the advertising clutter and let people know about the distinctive taste of Leerdammer. |
| Media Type | Television |
| Market | United Kingdom |
| Production Company | Hungry Man |
| Audio Post Production | Factory Studios |
| Advertising Manager | Ian Greengrass |
| Creative Director | Mark Roalfe |
| Copywriter | Steve Moss |
| Art Director | Jo Finch |
| Account Planner | Jo Bamford |
| Account Director | Fern Vignoles |
| Account Manager | David Pomfret |
| Agency Producer | Claudio Gorini |
| Director | Steven Hudson |
| Editor | Bill Smedley |
| Post Production | The Mill London |